Cyberbranding: Brand Building in the Digital Economy

Summing Up the Ingredients for the Global Brand

The Sterling Group conducted a survey in the United States, Japan, Germany, the United Kingdom, and Brazil of 250 nationals in an attempt to reveal the prime ingredients for creating a successful global brand. The results of the survey indicated several top ingredients of a global brand. For instance, brand essence occurs when the brand’s composition is harmonious with consumers globally and the brand is able to “transcend cultures.” Brand culture is born from the inside out. Great global brands are products of unique corporate culture. Brand style is the unique style with which the consumer can easily identify and form an exclusive bond. Brand experience defines the brands that are winners and ...