Launching global brands: Extend your reach

This paper provides some general advice for brand owners planning a global launch, and features insights from experts and senior leaders at ANA member companies on creating, developing, and maintaining lasting brand value globally.

Extend your reach

Chuck Kapelke

Key insights

  • Maintain your brand's core value across regions.
  • Be sensitive to regional regulations and privacy standards.
  • In creative content, use simple humor that transcends cultures.
  • Don't rely solely on translation software.
  • Focus on social media.

In 1928, brand marketers at the Coca-Cola Co. lucked out when they stumbled upon a combination of Mandarin Chinese characters — k'o k'ou k'o lê — that both sound like the company's name and (more or less) convey the brand's purpose: The characters can be interpreted to read "to permit mouth to be able to rejoice." Awkward perhaps, but...

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