Global Brands And Local Relevance

How important is global brand consistency and what brand elements are safe for local adaptation?

A key objective for global brand campaigns is consistent execution. Consistency helps build brand identity and awareness, which in turn can aid market share as people are more likely to buy a product they know and trust. However, pure consistency is impossible, with variables such as language causing campaigns to run differently through markets. Local relevance is also crucial as global developments do not always account for subtle market variations, weakening resident consumer relationships. Digital media illustrates the problem of this dynamic as any local online campaign is accessible globally.