This step is also essential to the success of the project: There needs to be a procedure to ensure that the brand's character is understood and respected around the world by anyone who speaks for the brand.

This is accomplished by the institution of a well publicized review and approval process which will verify that the brand's messages consistently conform to the brand's character statement. This process is led by a senior corporate officer who acts as the "Brand Parent." The Brand Parent will also have the overall responsibility for explaining what the Brand Character Statement is and for training people on its use.

The Brand Parent should preferably not be the senior marketing executive: It is important that his role be separate from that of reviewing the brand's strategies and tactics.

This is a very difficult position. While we look at the institution of a Brand Character Statement as an instrument of guidance which defines parameters of freedom, one should expect some resentment from local executives and their advertising agencies. The Brand Parent must be apt at, and prepared for playing this role of diplomatic enforcement.

Site Summary: (What we do: [Strategic Branding] [New Product Development and Positioning] [International Capabilities]) (Who we are: [Associates] [Jacques Chevron] [Client Experience]) (Articles and presentations: [Branding related] [New Product related] [On other topics] [Articles in Foreign Languages]) (Miscellaneous: [Favorite Links] [Contact us])