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 this purpose."
History of Localization
The evolution of the localization industry since the 1980s has been marked by a move from in-house localization to internationalization, the software publishers were first who came up with the "localization" idea, they released that they need to localize their products, basically to be able to sell them all over the world. Before that time, all the software products been selling around the world by the same language that the publishers /developers happened to talk. At the same time most of the huge software publishers was using either the individual separate translators, or single language vendor or even in-door translation departments trying to perform their translation works and publications, however, the smaller translators used to request the translations from distributors or local sales persons with no experience in translation issues. In other words, the localization to help translators to do better business. The term localization is widely used in modern marketing and business dictionaries, it refers to customizing to geographic audience and adapting products, websites, and marketing to the needs of target users in different parts of the world. it's also can be defined as a developed translation with the idea of rewriting your company's message (product/service) with another language when going abroad. Or simply a process of adapting product for a particular locale. Usually comes after internationalization in the shape of package of services.
Localization v.s Globalization
Globalization is a combination of internationalizing and localizing, as well as implementation of global strategy from early product development through localization. Localization can be linked to globalization in a sense that successful globalization can be based on clever localization. For instance; A firm wants to globalize it's business which means that it wants to do business and share products also outside its home country. To...
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