Should a brand change logos or identities to suit regional tastes or languages?
Across the nations of the world, mindsets remain different. Brazilians, Americans, Germans, and Chinese do not think alike! There is no 'one size fits all' in branding and each market should absolutely develop its own strategy.
Pete O'Keefe - October 31, 2003
The world is almost thinking alike, thanks to globalisation. Universal branding is the key to the Branding in a globalised economy. If a Brand caters to all cultures....then we can call it an Universal Brand.
Venkatesh P., Student - November 3, 2003
Over the past decade, debates have flared over the supposed supremacy of global brands and the inadequacy of (multi-)local brands. This viewpoint is incorrect and each individual global or international brand has specific opportunities and limitations when it comes to its standardisation or localisation. Only a thorough understanding of a variety of factors that influence brands in their global and local contexts helps determine the best course for them.
Sicco van Gelder, Author of Global Brand Strategy - Unlocking Brand Potential Across Countries, Cultures & Markets (Kogan Page, 2003), Brand Meta - November 3, 2003
We are all the same, but not exactly. We have all been grown in different conditions and environment, both in our families, and in our countries, nature, etc. And so, we are different, less or more. And, global or not, the brand must fit all these. Even the most global brands "know" it.
Fanny Koleva - November 3, 2003
I would like to put as an example Banamex which is the Mexican Brand for Citigroup. Banamex has been positioned for many many years as the best brand for mexican Banks. After the integration with Citigroup, it was decided to mantain only in Mexico it´s national brand "Banamex" and it has been a success. The Citigroup image has been maintained and implemented but without loosing the Mexican Banamex identity.
Iliana Zúñiga Miranda, Internet Manager, BANAMEX - November 3, 2003