Amazon has recently overtaken Google and Apple to become the world’s most valuable brand at $315.5 billion, according to a new ranking of global companies, CNBC reports. Amazon’s brand growth is largely down to selling a variety of services and its reputable consumer-friendly customer service department. However, there’s no one set template for global brand success. Whether it’s Amazon or other big brands like Nike, McDonalds and Whole Foods, there are many different elements that combine to create a successful global brand.
Strong brand name
Any successful brand starts with a great brand name. Smart brand naming is essential for making a strong first impression on potential customers, catching their attention and inviting exploration. Successful brands use their name to emphasise their core values and engage their target audience. For example, Nike is a globally recognized brand and athletic apparel maker currently valued at approximately $32 billion. Much of their success is down to their slick, punchy and powerful brand name, which is just a simple one-syllable, four-letter word. Nike is named after the ancient Greek goddess who personified speed, strength and victory. And that’s the message Nike built their brand on: everyone knows winners wear Nike.
Keeping it consistent
Consistency is a key aspect of global brand success. Providing customers with familiarity and a clear point of reference is the only way they remember a company. McDonald’s is a great example of a brand which has nailed this element. No matter where you are in the world, everyone recognizes their striking logo, famously referred to as the Golden Arches. Designed by Jim Schindler in 1962, the McDonald’s logo has remained unchanged ever since — despite continually changing their slogans and marketing campaigns. By keeping their logo consistent, McDonald’s has successfully managed to ensure their brand message always shines through to customers regardless of any other changes made to the company. Today, the logo has become synonymous with delicious fast food and excellent customer service.
Reflecting the target audience
Successful global brands understand the importance of connecting strongly with their target market in lieu of watering down their message to appeal to a wider audience. Take Whole Foods as an example — a multinational supermarket chain with a well-defined healthy living brand. Whole Foods knows its target audience — for example, they’re 67% more likely to spend time outdoors and 82% more likely to work out with a personal trainer. Whole Foods continually ensures their brand message targets this specific audience — whether they’re showing adverts featuring active people or selling their own products marketed as healthy and organic. By always keeping their target market at the forefront of their branding efforts, Whole Foods have seen great success over the years. They’ve built up a loyal customer base always willing to pay for products with their brand name.
Ultimately, there are many complex reasons behind global brand success. Brands like Nike, McDonalds and Whole Food possess a range of elements which create a well-rounded and well-loved brand experience.