Cohesive Global Branding Is a Must

In order for a company to flourish globally, it must communicate its brand messages taking into consideration the major markets in the world, according to a case study in Global Marketing and Advertising. The people who live in these markets are very different, with diverse values, which must be considered.

Not only are values often different; taste and trends usually vary by location. A local touch is sometimes added to appeal to each place. Brands are rarely standardized completely, but some things stay the same, such as the logo and brand name. Brands typically position themselves in a similar way around the world.

This rule applies in the online realm as well. Companies must strive for a cohesive branding approach, one that that promotes the brand uniformly, and yet is sensitive to local trends and culture. This caveat is to help companies avoid myopia when coming up with a marketing strategy. Ethnocentric approaches will surely not be accepted well, leading to decreased brand loyalty.