Local Success on a Global Scale

In brandchannel.com



Much of the debate about global branding has centered on the question of whether global brands should attempt to speak with one voice around the world, or whether they should adapt to local cultures. A popular strategy for many brands has been to globalize logos, brand names and trademarks, while introducing product variations at the local level. But a few global brands have gone the extra mile and achieved what must be the best of all possible world -- acceptance as local brands nearly everywhere they do business.