I swore to myself that I wouldn’t write about my employer for a while, but today I’m breaking the promise, because I am eager to share something on branding.
Global Sources is a media company to connect global buyers and suppliers together. Whenever I hear “Global” in a company name, I know it must be big. Strong brand name? Postpone your judgment for a while.
The first time I visited the website, I saw a website providing plenty of information for buyers. With all due respect, it did not impress me. In contrary, its main competitor Alibaba came to mind. Besides its UI, the name “Global Sources” displaying information of global sources does not make me convinced of the quality of the service. However, if you take your time and dig into this site, you would be very interested in what they provide if you are sourcing for your company. The suppliers are most likely qualified and serious about sourcing.
In contrast, Alibaba is quite unique and identifiable as a brand. Strong brand name? I doubt it. A lot of people don’t know Global Sources but they know Alibaba. “Alibaba” is a strong name in B-to-B online platform as the slogan reads, “Global Trades starts here…” However, if you look into the website and search for a particular product, you may turn up contacting someone who is just a middle man or even a university undergraduate. You may also find out some big manufacturers, though. Kinds of people publish their information for exposure.
Create a brand that makes meaning by:
- having a unique and identifiable brand name
- occupying one category in people’s mind
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