Global Versus International Brand

Most people consider global and international brand as synonymous. Most normally consider that a global brand is one that has world market coverage. However,this is not gospel truth.

This article seeks to differentiate global and international brand.

• In a sense a global brand is one that is present in most markets in the world for example like Coca-Cola and McDonalds ( global coverage)

• Global brands keep the same name whichever country they are in.

• Global brands have universal appeal not only in their names,but with their product offering as well. Hence global brand target at and accepted by global consumer segments. Such global segments includes younger people defined by certain age grouping,young mothers,young professionals,business travelers and others.
• Global brands generally stick to the same basic brand personality,values and positioning across the world even though product and communications strategies might be adapted slightly to cater to the local culture.

(for example like Body Shop –defender of the environment,McDonalds as family restaurant)

As for the international brand,they position themselves differently or alter their brand personality to suit different audiences- Guinness for example,positioned itself differently around the world depending on its target customer groups.

The concern is not whether it’s global or international brand,the most pertinent point is whether a brand can grow. For instance,one brand can be global in presence but not in terms of market share while another may have presence in a few countries but have a high percentage market share in each.

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