The best brands are confident enough to adapt without compromising their core strengths. When faced with a new technology or market, they can translate the value proposition in meaningful ways that are consistent with both their heritage and their potential. ~ Brad Nemer in Brand Magic in India
This is an early exploration of a concept – I’ve been pondering deeply after a conversation on global brands entering new market. The concept was put to me that could a global or transnational brand, be in effect, compared to an immigrant?
Take Coca Cola as an example. Yes, it is an American company, with respect to it’s headquarters. But today, after almost a century of global expansion, is it an ‘American’ brand? Similarly, Philips, Unilever, Nestle, Shell – can they be considered Dutch, British, Swiss and ?
We’ve seen and said that brands that are embraced by people and made into their ‘own’ are the epitome of what all corporates aspire to – after all, the power of a loyal customer base cannot be denied.
Taking this thought one step further, say a P&G entering China or India, are they entering as an immigrant – intending to stay, adapt to the local culture and social mores, and be ‘accepted’ or ‘assimilated’ or are they simply entering as an expat or temporary resident, a ‘foreign’ visitor?
Are there lessons from the way immigrants adapt and assimilate into the society of their new homeland that multinational corporations can learn from?