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About Brandthropology®
Today, growth opportunities increasingly lie in the second
and third worlds. Yet integrating countries like Russia, China
& India into a coherent global strategy is proving a tricky
business for even the most advanced multi-national firms.
Management consensus is to "think global, act local".
Sounds simple enough. Yet to date, no systematic approach exists to help marketers implement
a global vision for equity development. That's where
Brandthropology®
comes in...
A Developmental Approach to Global Brand
Equity Stewardship
We help firms construct unified frameworks for
managing brands across diverse markets
and over time. The end result of an engagement
provides our clients with a broadly evoked path for a brand's
equities to evolve (and, yes, when necessary, even devolve)
in order to remain relevant within the lives of diverse local
consumers.
The approach succeeds by granting individual markets -- particularly
emerging ones -- the flexibility they need to remain relevant
to local consumer needs while providing global management
with a tool that keeps all the world's diverse markets within
the same strategic framework.
Find Out Why PepsiCo International
Uses Brandthropology®
PepsiCo has global ambitions for its Gatorade brand.
When they wanted to understand which markets deserve heaviest
investment, how to administer the brand globally, and whether
U.S. market insights could help guide the brand overseas, they
turned to us. We were able to help on all fronts.
Want to find out how
Brandthropology® can inform your global strategy?
Call us to arrange a presentation.
©2009 Brandthropology, Inc. All rights
reserved.
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