Could your brand box above its weight?
Or does it struggle to pull its weight in one market, let alone others?

A potent brand has the propensity to extend into new business domains, where lesser-known brands will fail. It can be the multiplier that a business needs to grow disproportionately at a faster rate.

Many small companies couldn't globalise. However, if there is demand for their brand, there is the potential to license that brand to offshore manufacturers. A company can leverage a brand to stretch across the world.

Look at franchises. Since 1948, McDonald's has grown the Golden Arches brand to 24,500 McDonald's restaurants in 115 countries.* The McDonald's brand has paved the way for a profitable multiplicity.

Despite fighting a reputation for super-sizing kids, McDonald's is ranked the eighth most valuable global brand. The McDonald's brand accounts for more than 70% of shareholder value.**

*Source: "The Tears of a Clown", Sunday Star-Times (13 April 2003).
**Source: "Best Global Brands" Interbrand 2008.