Much of the global branding process is done on the Internet through websites.
Global branding is the international marketing of a service or product. Many people in the business world feel without global branding a business will not reach its full potential for success. The Ten Commandments of Global Branding was designed as a list of "must-haves" for marketing a business globally.
Focus on Target Markets
Market a company’s branding to the target market only. Don’t waste time or money marketing to locations where a company is not even based or does not service.
Don't Covet Another's Brand
No matter how well another brand name fits your product or service, do not use it.
Match Brands Exactly With Domain Names
A company’s name should be reflected in the domain name when at all possible. For example, a company called Snoopy Socks should have the domain SnoopySocks.com.
Don't Use Silly Prefixes
Don’t try to be cute or silly when choosing a brand name or domain name. Only very well established brands can successfully use prefixes such as an "e" or an "i." Two examples are the iPod and eBay.
Escape the Background Noise
Avoid using the following words in your brand name: solutions, serve, soft, tech or global. These words are already overused in the business world.
Obey Rules of Grammar
Obey all rules of grammar, including correct punctuation, capitalization and standard usage of the English language. According to the Ten Commandments of Global Branding, only when a company is as big as eBay can marketing execs even consider breaking this commandment.
Avoid Negativity
Keep the branding positive. Don’t use any negative connotations, such as sexual or religious connotations, to avoid offending part of the target audience.
Simplify
Don’t confuse potential clients with a brand name that is difficult to spell. Furthermore, if a company name is difficult to spell and is searched for on the Internet, a different site may come up, therefore, a different company. Brand names and domain names that are difficult to spell may result in lost business. Don’t make customers work at finding the company.
Universal Clarification
The entire structure of a company, from the mail room clerk and front desk receptionist to the CEO and Board of Directors, must be on the same page in regards to the understanding of the brand. For example, if a company's brand is a symbol which represents good customer service, that should be communicated throughout the company--that good customer service is the brand.
Test
Before releasing a brand name, test the likability factor of the name with members of the target audience. A few ways companies can test their brand names, before releasing to the market, are by focus groups or surveys.
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