Consolidating
a
glocal
brand
lo
cal
recognition
and prestige towards a
A well-structured
brand architecture
that reflects
the singularities of
the activities and is
properly protected
is essential for the
survival and growth of
any corporate group
The FCC Strategic Plan contemplates clear
guidelines for the coming years: concentra-
ting in three business areas, slashing costs,
boosting profitability and international ex-
pansion under a glocal brand.
In current markets where changes are ra-
pid and constant and there is great com-
petition, a strong brand is a key element
for adapting to new market realities and for
maintaining a presence in these markets by
facing challenges proactively. We change
in order to grow but in order to ensure that
our brand is successful and perceived as
such, the brand must be managed properly
and professionally.
Therefore, more than ever, it is necessary to
work in a coordinated fashion and to gene-
rate synergies when it comes to managing
our greatest intangible asset: our Brand: a
glocal, strong, and recognised brand that
represents all of us and makes us part of
its success and proud of belonging to the
Group. A brand that maintains a coherent
identity and that conveys the strength and
unity of a great Citizen Services Group from
the best possible positioning to enable the
Group to maintain and increase its market
share.
Thanks to globalisation, everybody is aware
of any company’s relationship in its market.
This means that more than ever, a correct
positioning strategy is necessary to avoid
competitive weaknesses. Glocal brands,
from their prestige and positioning, contri-
bute significant advantages to their com-
panies. They are resistant and contribute
credibility in difficult times, set themselves
apart from the competition and facilitate
greater expansion capabilities.
The brand should
evolve from
glo
bal positioning
