International marketing
How are brands marketed internationally? Some brands, particularly those that have a clear,
universal message (such as Coca-Cola), will often communicate the same message to
customers wherever they live in the world. Other brands, for example the male deodorant,
Axe (or ‘Lynx’ as it is called in the UK) may adopt a global brand position but tweak the
message according to local cultures, attitudes or traditions.
The same goes for practically every industry or sector. In the automobile industry, for
example, car brands such as Skoda (part of the VW group) are seen as quite basic and
‘budget’ in some countries, but in other parts of the world they are marketed as stylish,
upmarket and excellent value.
In reality, successful global brands embrace the importance of culture and provide
customers with experiences that first and foremost take into consideration their varied
cultural backgrounds.
Sample Solution
International marketing
Global branding means using standardized global advertising and global marketing strategies. It is basically a method of designing standardized global advertising and global marketing strategies in order to develop a product or service that is recognized worldwide, regardless of the country, continent or region where it is marketed. Companies benefit from global branding through the economies of scale. That is, companies can use the exact same advertising strategy worldwide using the same images, celebrities, and even advertising firms. With the growth of the internet, global branding is easier to accomplish today than in previous decades. And presenting a specific image for global brands has become more popular as a result.
