Branding and Globalization Essay Example

and act locally.

For example people In individualistic culture tend to prefer living in separate houses with private gardens, while people in collectivist cultures tend to prefer apartments. This has obvious ramification in terms of the types of products and services that will be bought as well as the size and scale of items.So hen companies and managers decide the type of products in different places they have to put the culture background in an important place. As brands move beyond their countries of origin, it is more difficult for them to create a strong relationship with customers in new countries.

For most brands, most of their strength and equity come from their original home markets. This should not be surprising, because few of todays global brands were designed to travel. Most originated long before the imperative to go global took hold.We can hypothesize that as a strong brand moves rom its country of origin, it struggles to meet different consumers needs and desires in the new territory. No matter how strong a brand might be on its home turf, it can be tough to win over local customers who have grown up with own well-loved brands. In order to explore the elements that affect the choice of people between local brands and global brands, I find a survey from "Millward Brown" which commissions a survey on lots of local brands like Volkswagen and Fiat and global brands like McDonald's, KFC, Budweiser, Heineken.

..According to analysis the data, it is obviously hat perception of heritage and association with local or national culture affect the fortunes of global and local brands alike. After all, here are some suggestions for

MNC brands that can disrupt the status quo and enter a new market by following 1 . Adapting products and services to meet local needs and tastes 2. Solving steps: the value equation through product and pricing strategies 3.

Creating a strong presence and a distinctive identity. Adopting more aggressive point-of-purchase tactics. Keeping track of consumers' evolving relationship with brands