Marketing Management, 16th Edition

Global Brand Strategies

When entering global markets, a company must decide how to position its brand, as well as whether and how much to adapt the brand to the specifics of each particular market. It also must consider the potential country-of-origin effects that are likely to influence the way the brand is perceived in different markets around the world.

Brand Adaptation

When they launch products and services globally, marketers may need to change certain brand elements. Even a brand name may require a choice between phonetic and semantic translations. When Clairol introduced the “Mist Stick,” a curling iron, in Germany, it found that mist is slang for manure. In China, Coca-Cola and Nike have both found sets of Chinese characters that sound ...