Learning from the Top Brands

Small businesses can learn plenty from Interbrand's 2008 Best Global Brands report. Today’s important lesson:

Brands are Defining Borders in the Global Economy

Dr. Jürgen Häusler, CEO of Interbrand Central & Eastern Europe, thinks the branding world has it backwards. He writes, "Brands create nations? Why do we furrow our brows when we read this sentence? Because we usually consider it a law of nature that the cause-and-effect relationship is the other way around: Nations create brands."

With the incredible expansion of international commerce and advances in transportation over the past 100 years, immigrants—both legal and illegal—have become the blood coursing through today's economic circulatory system. The phrase "Made in _____" should be expanded to say "Made in _____, by _____." For example, "Made in the U.S.A., by Mexicans." Or "Made in Italy, by Vietnamese." Or even "Made in France, by some Algerians, four Russians, a Brazilian, and nine Saudi Arabians."

Dr. Häusler explains that when consumers around the globe think of fine "Italian" menswear, they aren't thinking of Italy, the actual country, at all; they are, in fact, collectively thinking of Italian brands such as Armani, Brioni, and Ermenegildo Zegna. The same principle applies to cars, (renowned German car engineering is the genius of Audi, Mercedes, BMW, and Porsche), and booze (all of France doesn't make Champagne, Champagne makes Champagne). Though particular nations may benefit from the halo effect of these brands, which is certainly warranted, credit should be attributed to the brands for the quality of their products and their admirable unwillingness to compromise the brand values that consistently ensure quality.

Want to discover how to define borders in the global economy? Sign up today at www.boostyourbottomline.com/freebie for your free Jumpstart Coaching call.

© 2008 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE, WEB SITE or BLOG? You can, as long as you include this complete blurb with it: Certified Marketing Spitfires™ Holly George and Leslie Hamp are creators of the Business Boost In A Box. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com