Implementation of Global Brands

Choong Whan (C.W.) Park

September 7, 2022

Adding global branding to your business is a great way to increase the value of your brand. This strategy has many advantages, including creating an emotional connection between your company and your clients. It boosts brand equity and differentiates you from competitors. A strong brand helps your company increase sales and raise funding.

Lessons learned from Henkel’s “priceless” campaign

A successful marketing campaign can have a profound effect on the success of a product. “Priceless” has become an iconic slogan for a wide range of products. Its simplicity makes it easy to understand, and it evokes a strong emotional response. This is a powerful strategy for brands that want to build long-term relationships with consumers and increase sales.

Henkel’s “global power brand concept”

In the past, Henkel focused on localized brands rather than global ones and was less focused on international customers. However, this strategy failed, as consumer preferences vary considerably across countries and even within a single market. Henkel’s executives realized that their global brands should be aimed at a global audience.

The new Henkel brand design combines dynamism and diversity. This allows the logo to be adaptable to different target groups and applications. The color scheme is white and red, two colors that represent the company’s heritage. The new look aims to create a more cohesive brand experience and strengthen strategic positioning.

This global power brand concept is also consistent with Henkel’s aggressive management of its environmental footprint. The company has made a significant effort to create sustainable products and has recently introduced a Sustainable Finance Framework to measure its impact on the environment. As part of this effort, Henkel has issued two sustainability-linked bonds, the interest rates of which are linked to CO2 emissions and the percentage of recycled plastic used in plastic packaging.

Henkel’s “priceless” campaign

Henkel is a German consumer brands company. It has globally expanded largely through acquisition. It has a wide portfolio of brands with national heritage and strong market shares in most countries. However, the company’s executives have understood the benefits of focusing on a few global strategic brands.

MasterCard’s “priceless” campaign

MasterCard’s “priceless” campaign is designed to empower consumers to pursue their passions and achieve their life’s goals. While money cannot buy happiness, it can provide the means to pursue your passion and make a difference in your community and world. The campaign’s “Start Something Priceless” mantra applies to a variety of interests and fields. Passions are an important source of motivation that can help people overcome external bias and challenges.

MasterCard’s “Priceless” campaign was also innovative because it allowed the company to target distinct audiences, like the baby-boom generation. By targeting these consumers, MasterCard was able to reach an enormous group with considerable purchasing power. In addition to this, the campaign maintained an overarching unity.

MasterCard’s “priceless” campaign appeals to a fundamental human truth : there are certain things in life that are more valuable than others. By appealing to this basic human truth, MasterCard’s “Priceless” campaign has been able to appeal to consumers’ desire to buy things that are meaningful.