Marketing Management, 16th Edition

Global Communication Strategies

Companies vary in the extent to which they adapt their marketing communication for each local market. A company can use one message everywhere, varying only the language and name. General Mills positions its Häagen-Dazs brand globally in terms of “indulgence,” “affordable luxury,” and “intense sensuality.” Alternatively, a company can use the same message and creative theme globally but adapt the execution to a specific market. GE’s global “Ecomagination” ad campaign substitutes creative content in Asia and the Middle East to reflect cultural interests there. Even in the high-tech space, local adaptations may be necessary.35 A company can also develop a global pool of ads from which each country selects the most ...