Brand localizing comparison on Coca-Cola, Absolut and Mc'Donalds
International Branding Localization a comparative critique of
McDonalds, Coca Cola and Absolut Vodka
This research studies the international brand localization of three companies (McDonalds, Coca Cola and Absolut Vodka) as an individual study case of each of them, the commonalities and differences of the strategies that the companies use to expand their operation globally and a brief of companies internal and external communication channels and marketing that the companies used in every culture they targeted with mentioning some examples in different countries.
Recent results of companies marketing campaigns and brand awareness questioners showed that the customers don't have the right and full image about the companies brands. This made us a question what if the companies are not following the right strategies when expanding through different cultures and what if the market researches which is done by companies are not targeting the right segments?
The purpose of this research is to investigate the way that every company make it's brand localization and the strategies that they use to expand globally. Does the company apply a worldwide campaign in different countries and if there's any expiations needed in expanding into specific country due to customer responses or different types of competition available in different areas or even due to the profit margins the company gains if they used specific strategy over another.
What is Localization?
In a Tokyo hotel :
"Is forbidden to steal hotels towels please, if you are not a person to do such thing I please not to read this notice."
On a menu of a Polish hotel :
"Salad a firm's own make; limpid red beet soup with cheesy dumplings in the form of a finger; roasted duck let loose; beef rashers beaten up in the country people's fashion."
A sign in a Swiss hotel :
"Because of the impropriety of entertaining guests of opposite sex in bed room, it is suggested that the lobby be used for
McDonalds, Coca Cola and Absolut Vodka
This research studies the international brand localization of three companies (McDonalds, Coca Cola and Absolut Vodka) as an individual study case of each of them, the commonalities and differences of the strategies that the companies use to expand their operation globally and a brief of companies internal and external communication channels and marketing that the companies used in every culture they targeted with mentioning some examples in different countries.
Recent results of companies marketing campaigns and brand awareness questioners showed that the customers don't have the right and full image about the companies brands. This made us a question what if the companies are not following the right strategies when expanding through different cultures and what if the market researches which is done by companies are not targeting the right segments?
The purpose of this research is to investigate the way that every company make it's brand localization and the strategies that they use to expand globally. Does the company apply a worldwide campaign in different countries and if there's any expiations needed in expanding into specific country due to customer responses or different types of competition available in different areas or even due to the profit margins the company gains if they used specific strategy over another.
What is Localization?
In a Tokyo hotel :
"Is forbidden to steal hotels towels please, if you are not a person to do such thing I please not to read this notice."
On a menu of a Polish hotel :
"Salad a firm's own make; limpid red beet soup with cheesy dumplings in the form of a finger; roasted duck let loose; beef rashers beaten up in the country people's fashion."
A sign in a Swiss hotel :
"Because of the impropriety of entertaining guests of opposite sex in bed room, it is suggested that the lobby be used for