It Brands: Local Or Global?

chanced upon this in IP-Director.com, from "Global information technology brands - does 1 size lucifer all?" past times Bob McDowall:

"There has been an increase, at to the lowest degree to date, of globalisation of markets along amongst those who annotation that solely a handful of really global brands be today, despite the increased globalisation of markets. In the information technology sector the next would for sure qualify: Microsoft (with a recent survey valuing its build at $65 billion), IBM ($53.8 billion), Intel ($33.5 billion) together with Nokia ($24 billion). They accept recognisable, consistent names. Their corporate sales are globally balanced but they accept no dominant market; positioning together with ingredients of the build are the same across the world; they address the same client needs, or the same target segment, inwards every market. They accept similarity inwards so-called execution (pricing, packaging, advertising) across cultures. Other organisations such every bit Apple, Oracle, CA, Sunday together with SAP, to scream but a few which would consider themselves every bit global companies, would non lucifer all these criteria.

Should becoming a global build locomote an objective inwards itself for a corporation? For information technology companies, peculiarly those providing hardware or software for precisely the same purposes, utilisation together with amongst really footling specification adaptation, it is in all probability easier to works life a global brand. However, global branding is non an all-or-nothing proposition. Companies exercise non postulate to exercise one-size-fits-all global brands merely because the Blue Planet appears to locomote shrinking".

Perhaps they don't, but exercise consumers tending together with hence much almost information technology brands? Surely what they desire is helplines that help, spare parts that are easily identified together with supplied, addition the peace of heed that comes amongst knowing that you've bought something that works when you lot desire it to. Global branding tin render a lot of comfort for anyone buying information technology products inwards an unfamiliar jurisdiction.

Nokia: originally a local brand, but information technology applications made it global

Global versus local branding here
Why branding should locomote banned here