Ensuring that all products in a particular brand range have a consistent name, visual identity and, ideally positioning across a number of geographic product or service markets. Globalization is an important factor in this regard. However, Globalization has been started at last years of the 20th century. This phenomenon is not new or unique to this period but the process has only been given an added impulsion by the political, technological and economic developments that have been unique to the first ten years of the 21th century.
The effect that this globalization has had on brands has been extravagant. New brands are seemingly born global or at the very least experience a quick roll out from home or lead countries into other geographic markets. Many traditionally local brands are sold, fazed-out or face transition to a new regional or global brand name and brand harmonization.
Brand portfolios which have been built-up through acquisitions are rationalized in order to focus attention and resources on a limited number of strategic brands. Long established brands have enhanced their dominant positions across the globe, threatening less marketing-savvy local brands, but also encountering unyielding opposition from local brands that find ways to fight back. Some of the global brands manage to become local institutions by filling a local role in the societies where they operate while others dominate their category as global monoliths. Brand Portfolio Strategy
A global brand needs to provide relevant meaning and experience to people across multiple societies. To do so the brand strategy needs to be devised that takes account of the brands own capabilities and competencies, the strategies of competing brands, and the outlook of consumers which has been largely formed by experiences in their respective societies. There are four actors a company needs to be harmonized its brands globally named as Brand domain, Brand reputation, Brand affinity, and Brand recognition.
Brand domain, this requires an intimate knowledge, not only of the technologies shaping the brand domain, but also of pertinent consumer behavior and needs. The lifeblood of a brand domain specialist is innovation and creative use of its resources. A brand domain specialist acts like a cheetah who knows how to prey and has the ability to capture 70% of its hunts successfully. Designing Brand Identity
Brand reputation, in this one should have specific traits and to support its brands credibility, authenticity, and reliability over and above competitors. A brand reputation specialist needs to have some kind of history, legacy or mythology. It also needs to be able to narrate these in a convincing manner, and be able to live up to the resulting reputation. A brand reputation specialist has to have a very good understanding of which stories will convince consumers that the brand is in some way superior. A brand reputation specialist is like a horse. It can have a certain nobility and bearing, and exhibit qualities. Like a horse, the brand reputation specialist can also thrive on association with celebrities.
Brand affinity, based on out-performance and relationship building. This means that a brand affinity specialist needs to have a distinct appeal to consumers, be able to communicate with them effectively, and provide an experience that reinforces the bonding process. A brand affinity specialist is like a pet dog. A dog is generally considered to be man’s best friend, due to its affection, its obedience, its loyalty, the status and the protection it provides to its owners.
Brand recognition, based on the out of box thinking. A brand recognition specialist needs to be able to outspend competition to gain unbeatable levels of awareness. A recognition specialist is like a peacock. Such specialist skills, particular traits or specific qualities may no longer be to their advantage and they may need to develop new ones. 
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