Global branding: Going global

Rosi McMurray
The Brand Union

Poster advertising in China for Coca-Cola: a brand with global reach but with its roots firmly in the US

Brands that want to become global must develop characteristics that can transcend cultural origins and be tailored to suit local markets, while maintaining consistency

Consumers are used to labelling brands as big, small, local and global. While superbrands such as Coca-Cola, Visa and McDonalds are expected to have presence in every continent, small, local producers proudly promote themselves as different, individual and personal. But, is it always easy to identify which group a brand belongs to? Are global brands completely distinct from big brands operating in fewer markets? Or should we see all successful brands on a sliding scale?