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Localisation of international work

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News

PHNOM PENH: Brands must prioritise product education in Cambodia if they want to build consumer trust for new categories, a senior agency executive has said.

Article

This article explores how Cambodia is becoming a new frontier of growth for multinational brands, and what marketers need to focus on to achieve success in the country.

News

GLOBAL: Becoming a successful global brand requires an understanding of local cultures, lifestyles and ideologies, according to two industry figures.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

News

HAVANA: Although the US trade embargo on Cuba still exists, a new report from Kantar Millward Brown advises international brands to take a serious look at the opportunities the country presents.

Article

This event report discusses how Cath Kidston, the British retailer, retains certain British traits as part of its identity, capitalising on moments of international interest in the brand's country of origin.

News

MUMBAI/BEIJING: A spate of business restructuring, revamped menus and new brand launches is reshaping the fast food sector, as global brands look to boost growth in the major Asian markets of India and China.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Article

The article explores how City Football Group, owners of Manchester City FC, are expanding their brand globally in North America and Asia.

Article

This article explores how MasterCard overcame an entrenched cash culture and regulatory restrictions in Vietnam to boost credit card use and social media engagement.

Article

This article explains five important considerations for multi-national brands when developing their local brand name in China, and how to avoid common pitfalls of Chinese localization.

Article

This paper is part of the China social branding report that seeks to understand the firewalled country through the lens of the biggest brands operating in the market; this iteration looks at KFC, the US restaurant brand, and its Chinese strategy.

Article

This paper explores the variations in the digital marketing efforts of three separate movie releases in China - Star Wars, Kung-Fu Panda, and Lost in Hong Kong - to capture local movie fans and box office revenue.

Article

This article explores five major misconceptions about consumers in China and how multinational brands can overcome them.

Article

This article looks at how rapid change in Indonesia is having major implications for brands, and establishes three key 'weapons' that can accelerate growth.

Article

This event report explains how Airbnb, despite being considered a disruptive force, is still following the tried-and-true methods of brand-building and marketing to build fame.

Article

This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

Research Paper

This article explains Unilever's Good 2 Great Communications initiative, which encourages marketers to go beyond the limits of category and country, and create resonant advertising that speaks to people within their cultural context.

Article

This article examines what the first-in-a-generation structural slowdown in China will mean for multinational marketers.

Article

This article looks at the changing nature of Indian festivals, which are increasingly absorbing global influences in line with other areas of Indian society.

Article

This article explains how international brands can engage consumers in Argentina.

Article

This report sets out a model for cultural comparison based on different concepts of the 'ideal man' from around the world.

Article

This event report looks at how biscuit brand Oreo adapted a North American campaign to the Chinese market.

Case Study

This case study explains how Cornetto, the ice cream brand, created a global campaign to target teenagers, and then adapted it locally to build relevance.