International Brand Research
ne of the primary risks associated with International marketing derives from your brand name or brand terms. If you rely on certain words, phrases or expressions for your brand identity, how can you be sure that they are safe for use in another country.
Ultimately you face a choice between rolling out your existing brand terms as they are, in other markets, or launching different brand names. Everyone favours the first option, and we would too where possible.
But, the decision isn’t always quite so simple. There are a huge range of factors to consider. Is the term available in that market, or does it clash with another product or brand? How is the word received in that market? What possible connotations might that word have? Is the word in anyway associated with anything that already exists, such as television content, political groups, playground slang… the list goes on and on.
Integro’s in-country experts can provide research to support your decisions around these terms. True research of this sort can not simply be achieved by using a search engine. It must come from within the country, with boots on the ground and the ability to ask questions of native speakers.
This is a highly crucial and valuable service that the international brand manager can not afford to overlook.