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The purpose of this audio is to talk on the subject of international branding. The agenda includes an overview of international business, things to consider if planning enter global marketplace, resources, and more.
I’d like to share a story. The Oregon-based athletic company was one of the first American companies to outsource most of its manufacturing to Asia. The company was fortunate enough to have had early exposure to operating in foreign locales when they began importing Tiger Shoes (now called Asics).
Tiger provided Nike with plenty of lessons learned and pitfalls to avoid, which helped the company in its nascent efforts to sell Nike overseas.
Like other successful global marketers, Nike had a visual logo that transcended language. Concentrating on using the logo rather than the name, Nike began by endorsing international athletes like Romanian tennis player Ilie Nastase, acclimatizing foreign populations to the Nike logo. The company used these athlete endorsements as the primary marketing tool for global expansion.
Nike broadened the company vision from running shoes and began to brand athletic wear with the Nike name.
Choosing to endorse cricket, soccer, golf, and other smaller sports strengthened the brand, equated it with sports success, and ultimately provided name recognition in every sports venue around the world. This is not a one size fits all because there are lots of small to medium size businesses that go global and they do it in different ways.
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