Our Weblog: Excerpts of Exports
Monday, March 15, 2010
Global Branding
Whether an established company or a start-up, you should look at everything you do in the way of branding from an international perspective. 
If you have a good idea of the export markets you might target, look at your branding through the eyes of that international audience. Starting with a good product is key. But that is not the only thing. If no one knows about or wants your great product, it won’t sell. Take for example Honda’s entrée into the motorbike industry. Theirs was one of the best marketing strategies ever.
Before Honda came on the scene in the early sixties, motorbikes and motor cycles were considered transportation for outlaws and greasers. Yet Honda virtually changed the whole perception of motorcycles seemingly overnight. How?
Honda looked at the target market ideal in the US which, at the time, was California and surfing. It was a definite movement of the times complete with surfing songs and groups like The Beach Boys. Thus were included in the ads the prototypical California surfers, all tan and fit and wholesome looking. Add in the tagline of You Meet the Nicest People on a Honda Bike, and the negative view of “outlaw bikers” was eliminated. So not only did Honda change the market segment, they also enjoyed the First Mover advantage and became the early occupants of a market segment that they developed.
By 1962, Honda had 750 dealers. Sales went from 40,000 units sold to 200,000 units…in one year. In 1963 came the tagline. Then Honda cemented that image by becoming the first foreign corporation to sponsor the Academy Awards linking Honda to the glamor of Hollywood, also in California.
More on branding on Thursday’s blog. Please click here to tell your branding story!