Localizing Global Marketing Campaigns
By Katie Hotra
"'Global' strategy attempts to simultaneously reap the benefits of both stability and responsiveness without giving up either. It could simply be stated ‘Think global act local’” Robert Grosse
A global brand has been defined as “strong in its home market, has strength across other geographies, addresses similar needs worldwide, has a consistent positioning where the consumers value their country of origin, usually has a product category focus and a recognized corporate name.” The definition can be taken a step further, linking the product with universal human emotions and needs, being consistent over time, yet also being able to refresh its appeal, being consistent over all different sorts of media, and using powerful symbols or icons.
image represents a departure
from the cowboy campaign used to market their cigarettes in many countries.
The Formula 1 driver is thought to embody the same theme of the independent
hero as the cowboy, yet be more suitable to certain countries for a variety
of cultural factors.
Brands are also localized through product line expansion as represented by the variance in both product and packaging offered in different markets. These six beverages are the most popular Coca-Cola brands consumed in Africa. Product variance is another way that brands strive to tailor their products to specific cultural needs and differences among diverse global markets
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