24 Outstanding Global Brand Examples
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IKEA has reimagined furniture shopping through self-service showrooms of affordably priced, smartly designed furniture in a maze-like store accompanied by bold Swedish advertising and a cheap restaurant to attract more people. Nestlé is a diverse food leader that makes creative investments in line extensions and existing brands like Nespresso and Kit Kat to stay successful. Spotify became the most popular music streaming service by advertising and promoting content from social media and events while identifying suited playlists and new music for each user.
24 Outstanding Global Brand Examples
- 2. IKEAhas reimagined the way we shop by creating a whole new family-friendly concept : smartly designed self-service furnitures in a maze-like store at an affordable price, all accompanied by bold Swedish & funny advertising campaigns. It is said the cheap restaurant was also added to attract more people inside the store. 1
- 3. NESTLÉ is an established food leader that makes diverse creative investments in line extensions &existing brands to keep being successful. Nespresso or Kit Kat are the best modern demonstrations of its marketing strength. Nestlé also has powerful R&D and digital capacity to go « glocal ». 2
- 4. SPOTIFYhas become the most popular music streaming service today by advertising &cleverly promoting their content from social media to multiple events. Spotify also managed to find out each user’s tastes by identifying suited playlists & brand new tracks for their users, making the brand millennial’s favorite. 3
- 5. COCA-COLA 4 is probably one of the world’s biggest investors in branding. It all starts with a unique secret formula, a distinct bottle shape, a stable price & happy global advertisements. But Coca-Cola keeps relying on timeless values to grab the audience through social media &special events with an adjusted offer.
- 6. APPLEhas gained its value leveraging emotions with a unique design & a great story- teller - Steve Jobs. Apple differentiates itself with innovative premium products & consistent commercials, but also the lifestyle it provides its users with : high- end products, unique design, bright stores&cool employees. 5
- 7. MC DONALD’S has known how to keep a uniform brand worldwide with the same iconic products &image, only adapting its offer to some extent : colors, quantities or local goods. To compete with the increasing competition, the brand also regularly upgrades its product range with premium items : coffee, bagels, pies… 6
- 8. NIKE 7 is first a communication company promoting heroism. It has one of the most recognized logos in the world & became a celebrity sport brand conveying successful values. Every Nike advertising spot is impactful and massively relayed on TV &digital with the compelling tagline : Just do it.
- 9. TINDERrevolutionized the dating industry by allowing people to chat & meet with others around them, (almost) for free. The brand even integrated the day-to- day life by practicing a lot of street marketing & funny advertisements. Tinder offers an addictive interface with constant innovations & quality users worldwide. 8
- 10. KLEENEXquickly positioned itself as an emotional brand needed for happy moments too. Kleenex always plays out with trendy concepts to create the buzz & engage consumers. With a higher competition, the brand tries out new formats and packagings in order to stay innovative and successful. 9
- 11. STARBUCKS owns its success to building a real customer experience around the coffee consumption : classy design, cosy atmosphere, custom-made coffee, friendly staff &fast service. All of those traits create an emotional & convenient connection with their audience that make Starbucks a great place to meet and move on with the daily life. 10
- 12. L’ORÉALcleverly combines deep R&D with strong Marketing campaigns & distribution to conquer different kinds of consumers. The company’s strategy to keep buying new local brands affirms its leadership globally with massive media budgets & mega celebrity appearances each time. « invest in all countries to diversify risks » 11
- 13. ZARAtakes pride in copying high-end latest fashion trends to make it affordable for a larger mid-price market with no advertising. The secret is to maintain a luxury image that embodies high cultural capital accompanied by regular product extensions. Zara is an instant runway fashion « glocalized » thanks to an optimized supply chain in order to avoid being a « generic » brand. 12
- 14. AMAZONbecame one of the biggest startup in the world with ingenious brand extensions (groceries, Kindle, cloud, Mp3…). The numerous reviews, free deliveries & recommandation module help boosting sales. Plus, strategic use of SEO & affiliate marketing combined with powerful supply chain & excellent customer service make Amazon even greater. 13
- 15. DISNEY 14 has a simple purpose : make every entertainment a magical & happy one. The brand keeps serving families with an innovative offer &a rich history, but also an ever extended powerful brand portfolio. Let’s not forget to mention the impressive design of Disney’s customer experience at every stage.
- 16. MTVis the youth &pop TV channel reference. Using a glocal strategy, MTV tries to fit into every culture with custom channels to match tastes &preferences. The brand also invests massively into advertising & opens its best programs to franchises (e.g. Jersey Shore). 15
- 17. LIDLmade it a priority to change the public perception on its products, and it worked brilliantly. The website, the stores, the funny commercials and the quality product launches all contributed to a customer-oriented bright success. « Big on quality, Lidl on price » 16
- 18. REDBULLbroke the industry codes &transformed a weird flavored drink into a profit center. With a strong audience involvement, RedBull grabs the attention everywhere : schools, extreme sports, clubs, bars, etc. It also relies on a high production quality, street marketing actions & massive communication investment. 17
- 19. ROLEXcreated its uniqueness by promoting details, exclusiveness &breakthroughs. The handcrafted watches are promoted by celebrities, high-end cultural events & only sold through exclusive distribution channels. The brand image is well conveyed as a reward and status symbol for key successes in life. 18
- 20. VICTORIA’S SECRET is best known for its stunning yearly fashion show exposing gorgeous thin models in a fantasy atmosphere. The brand asset is also well relayed on POS with modern merchandising, brand extensions & an active digital presence. Plus, exclusive stores are opening internationally with a personal customer experience to make their young customers feel attractive. 19
- 21. UBER 20 made the most of our liberal economy to expand quickly by recruiting drivers in every big city, offering a range of economic to luxury options. Despite the juridical barriers, the brand established itself cleverly by filling the gap between taxis & private chauffeurs. They understood the need to find a quick, close & pleasant drive with a practical online activity.
- 22. FERREROis a multi-brand success with infinite product extensions that reach several segments through celebration & emotion. With massive innovation & advertising investments, Ferrero became an obvious daily purchase for the young ones, but also during holiday seasons. The brand usually benefits from large shelf space & a wide price range. 21
- 23. DESIGUALconfirmed its name by claiming out-of-the- box higher-end looks & unusual designs. This bold image, associated with a clever street marketing type, gives the brand a fresh & singular identity. Desigual also uses a strong sponsorship technique to develop loyalty &attract new comers. Plus, its teams are young, fun &ambitious, which truly make it a unique diverse brand. 22
- 24. DURACELLturned a random battery into a number one quality brand. A long lasting product associated with constant advertising through their now famous rabbit mascot left consumers with recognizable performance. The brand also keeps making the product difference easier with original colors & promotions. 23
- 25. HARLEY DAVIDSON establishes itself as a social group more than a bike brand. Its product extensions & customer relationship contribute to the ever lasting success of a strong name. The exclusive distribution strategy, innovative engines & real community are the key. What’s at stake now is the ability to sell to a younger and more diverse audience to stay legendary. 24
- 26. is a French wellness entrepreneur, alumni representative & branding enthusiast JÉRÉMIE LORRAIN Leaveyourcomments WHAT’S YOURS ?