If I wasn’t so established in the United States I would move to Thailand, Bali, China, India, Indonesia, or ANY third world country to start a business based on basic marketing and branding principles.  I’m currently in Thailand and amazed at the number of companies that have names like “Goi Chin Limited Trading Company” “Hang Seung Group” “Mokrat Hanolup Co.”  On a bus I saw Colonel Sanders from KFC “Kentucky Fried Chicken” - this is branding.  My sister made a simple yet poignant observation when she stated that the best billboards don’t “say” anything but the actual name of the company “a.k.a…the brand”.  So many start-ups, medium sized companies, entrepreneurs, and even corporations don’t FULLY realize what a brand is and what brand marketing is.  The following are some simple principles to consider when developing a marketing campaign based on a brand:

You need a logo.  A logo is a picture or text that is a “graphic”.  A “graphic” is professionally done, stands out from plain text, is attractive to the eye, and most importantly it is SIMPLE.  Less is more when creating a logo.

Your logo should include an image that represents the primary function of your business.  In the KFC example there is a bucket with Fried Chicken and Colonel Sanders.

When creating a billboard advertisement just advertise your Brand (logo).

The name of your company should be one word.  For example: McDonalds, Google, Yahoo, Chipotle, Dicks.  Antithesis: Panda Express, Sports Authority, etc…

In Thailand there are approximately 65 million people.  Pareato’s 80/20 principle tells us that approximately 50 million people work to support the 15 million (or upper/middle class) in Thailand.  The 15 million people are who businesses want to be targeting as they are the ones with disposable income.  15 million people is 1/5 the population of people in the US with disposable income; therefore, foreign countries present a tremendous opportunity to brand marketers.  Additionally, as 3rd world countries begin to roll-out more credit cards and other credit instruments (leases, mortgages, notes, etc…) you will see increased spending and less saving.

Tags: Branding, branding in third world, international branding, Marketing Strategies, Thailand, third world countries

This entry was posted on Thursday, April 24th, 2008 at 8:14 am
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