What It Takes To Build a Global Brand

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How do you craft a universal message that resonates with folks across the planet?  Elizabeth Wasserman, for Inc.com, does a good job examining what it takes to build a global brand.

Forty years ago, there were only a handful of truly "global brands" and they were made up of only the biggest corporations -- Coca-Cola, PepsiCo, Colgate-Palmolive, IBM, Shell. Then a rash of upstarts came along, such as Nike, Microsoft, Apple, and Honda, and pushed their brand reputation further than their actual sales footprint. But now that barriers to international trade have come down and the Internet has helped small and mid-sized companies compete on the global stage ...

She covers:

• What a global brand is.
• What you need to expand a brand internationally (steps to take).
• Digging deeper:  trademark, copyright and patent protection.
• How to build international brand awareness.

Read the entire article here.