What makes a successful global brand?

The global brand consultancy Interbrand, which publishes the annual Best Global Brands, highlights ten internal and external factors that lead to global brand success.

Those factors are:

Internal Factors

1. Direction - a clear purpose for the brand with a defined culture and values, as well a plan to deliver

2. Empathy - the degree to which the brand is in tune with customers' & stakeholders' needs, beliefs & desires

3. Alignment - the degree to which the whole organization is pulling in the same direction on strategy

4. Agility - speed to market in the face of opportunity or challenge

External Factors

1. Distinctiveness - uniquely ownable assets and experiences, difficult to replicate, remembered by customers
2. Participation - the degree to which the brand draws in customers and partners creating a sense of dialogue, involvement, collaboration
3. Coherence - the degree to which the customer's interactions remain authentic to the brand's narrative and feel
4. Presence - the degree to which the brand feels omnipresent to relevant audiences in a positive way
5. Affinity - the degree to which customers feel a positive connection to the brand based on functional and emotional benefits
6. Trust - the extent to which the brand delivers on high customer expectations and is perceived to act with integrity

Adapted from Best global brands methodology. (2020).https://interbrand.com/thinking/best-global-brands-2020-methodology/

Check out the full descriptions for each of these factors athttps://interbrand.com/thinking/best-global-brands-2020-methodology/

• Apply at least two internal factors and two external factors to the brand for Costa Coffee.
• Does Costa Coffee fit the Interbrand definition of a global brand?
• Where does it have gaps and what would it need to do to get there?