When you're a global brand with many converting searches taking place on your trademark brand - and it is often the homepage which ranks highly for this.... how should a global corporate decide which products or divisions get premium space on the homepage? Ranking potential or profitability?

I'd say ranking potential in the sense that you want to use your home page equity for those keywords that are very competitive and/or costing the most.

In principle your brand name shouldn't be expensive if you go PPC so you can rake in low cost high conversion traffic via PPC.

There was an interesting presentation on the analytics panel (which I was called to moderate at the last minute) remind me to further elaborate in a few days.

Still plowing thru Emails and feeds ...

__________________

Sante J. Achille
Search Engines & Web Marketing Consultant
skype: rifardo

I'd say the managing board owns the homepage and the homepage should reflect firms priorities.

Global brand, global strategy
Defining websites objectives is a corporate choice. You have to require your clients to make clear choices.

I strongly recommend the "Goal oriented design" section of : http://www.webdesignfromscratch.com/...ted-design.cfm

If you're a global brand, you should use your prime space for the same kind of content you use in other media. The brand has to act consistent in all channels, so if you're marketing a product in tv users going to the web to get more information get it up front and don't have to browse.

That said, the rest of the space can be divided between profitability and potential, one working for the present and the other for future income.

Something to think about from your previous posts, is "global usability". What a user does in one country, may do something entirely different in another on a landing page. Suggestions on how content/design are layed out differently to increase conversions? How does these changes affect a consistant brand message?

It's a matter of product - if you have the same brand and message worldwide It's easier, If you should market differently in different globe parts you may conduct brand adjustments and modifications.
One way or another you'll have to test, research and make sure that the content suits the target and is written accordingly.

Thank you all for your comments - very interesting thread this has turned out to be!