Global branding is the best technique for a firm to create a consistent identity with consumers across the world. In today’s blog we will discuss how Amazon is utilizing Global Branding to their advantage and boosting visibility across the globe. Amazon is the largest online retailer. Right now, according to Interbrand’s list of “Best Global Brands 2013”, Amazon is number 19 (see image below). Amazon is one of those firms that has a stronger consumer awareness than other online markets in the world.
No matter where you are in the world, when you purchase a product from Amazon, you are going to receive a box with that same smile signifying that they serve you from A to Z. (See below). The firm currently has websites for 12 countries, but has international shipping for certain products to certain countries. Being a Global Brand adds to Amazon’s perceived value, because they are a reliable firm that services a multitude of people.
Of the four Global Branding strategies, Amazon is using the family (umbrella) branding strategy. By using this strategy they are using the name Amazon as a symbol of authority and then as a number of products brands under the corporate name. Amazon produces its own products but also has many smaller producers that are able to sell their products using the website (see image below).
Furthermore, Amazon utilizes the extension branding strategy. By expanding into other product categories such as the Amazon Kindle, Amazon Art, Amazon Instant Video, Amazon Local and many others, the firm is able to grab a larger consumer grouping that may not necessarily need their retail services.
Lastly, because of the Global Brand awareness that they now have they are able to set up fulfillment and warehousing centers in the different countries it mostly serves. These distribution stations show that Amazon is committed to serving each country to meet their needs in the best way they can. From here on out Amazon will continue to grow Globally.