Introduction

This proposal sets out to examine options for the successful globalization of our ‘Borders’ brand. The initial market under consideration is Continental Europe. For the purposes of this proposal, we will be considering three aspects of the brand, namely our logo, the ‘Borders’ concept and finally, the product itself, ‘Borders’ wellington boots.

Findings

The following points summarise our key findings.

• It was found that our existing logo, a pair of wellington boots encircled by the word ‘Borders’, is visual enough to be used in markets where English is not widely spoken.
• Attitudes to outerwear differ throughout Europe and our boots are likely to appeal to different market sectors in different countries. This has serious implications for the benefits we wish to publicise. Although Danish farmers would be willing to purchase such a high quality, product, farmers in some countries would be unlikely to choose a British brand over a domestic product. However, the very Britishness of the product would appeal to the style-conscious elements of the French and Italian markets, summoning up images of the English upper classes and country houses.
• Our current product is multi-purpose and as such would not need adapting to suit different sectors of the European market.

Conclusions

It was agreed that although the present logo and product are suitable for globalization as they stand, we propose that the ‘Borders’ concept be adapted for different markets.

Recommendations