British brands struggle with worldwide appeal

Rita Clifton’s views on Branding Britain (MW last week) are interesting, but the heading itself is debatable. In today’s busy world of brand, it’s not only important to create a brand, it’s equally important who owns them and how and what they want to communicate to their TA.

One of the reasons why there aren’t many global British brands is because, traditionally, Britain expected other cultures to learn about our own culture and language, rather than the opposite. But you can now see top brands being very glocal (global and local), flexible and visible in cross-cultural situations. Even British brands are beginning to be more flexible and making an effort to understand other cultures and languages.

I work for a famous UK brand. Until a couple of years ago, it used being British as its key communication, which didn’t help in most parts of the world. Now the communication is more local and the company is more flexible with its communications worldwide. It is an uphill task, but achievable.

I agree that Britain is one of the best national brands, but others are catching up.

Shailendre Chauhan

Uttoxeter

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here