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International Business Basics by Scott L. Girard

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Brand, Language, Color and Market Dress in Target Markets

You might not think it’s necessary to considerchanges in how you go to market abroad,compared with in your home territories.But successful entrepreneurs do.

THE FACE THAT YOUR PRODUCT OR SERVICE PRESENTS in your target market can make or break your business abroad. Unless you or members of your team thoroughly know the target market’s culture and language, you will probably need some outside help from knowledgeable advisors and potential customers to make sure you put your best foot forward. This section will help you organize your thinking so you can ask good questions and make smart choices, given the answers you receive.

Branding—do you need to put on a new face?

Hopefully you have ...

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