Global branding: Going global

Rosi McMurray

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

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands