Standardized global brand management using C-D maps

Abstract

In this chapter, we describe an application of the centrality-distinctiveness mapping (C-D mapping) methodology in the context of global brand positioning. C-D maps of different countries offer a way to visualize differences in consumer perceptions of brands across markets. Our methodology helps set consistent positioning and performance goals for a global brand across geographical markets. It also helps global brand managers with brand standardization versus localization decisions. Finally, it places actual brand performance in context: it helps explain differences in cross-border performance that are due to different locations on the C-D map for the same brand in different geographies. In sum, we believe that the C-D map methodology provides a means and a vocabulary for strategic conversations about global brand positioning between headquarters and local managers. It also suggests an implementation plan for overcoming brand-positioning challenges in different countries.