Global Marketing Strategy


 
Brand Personality Dimensions > Forum Log in

Global Marketing Strategy
Dhiraj Khatri, Student (MBA), Australia, Premium Member
The world that we know today is becoming more and more connected due to the effect of globalization, but consumers still attempt to link their personality to the brands they buy by association (Curran & Healy, 2014). Todayís markets as we know are highly volatile and opinionated.
McDonalds uses an internationalization strategy wherein they have different marketing campaigns, and different menus across different regions all over the world. As a result, McDonalds' is perceived as a luxury dining place in India and China whereas it's just convenient fast food in the West. This is among the most successful strategies for venturing into different markets, but it is also known to be the most expensive.
There is a less expensive way in which brands can create a personality with which people from all over the world can associate themselves. This is called a global marketing strategy although itís not enough that one ju...
 

 























 


Special Interest Group Leader

Brand Personality Dimensions
Summary
Forum
Best Practices

Expert Tips

Resources



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2018 12manage - The Executive Fast Track. V14.1 - Last updated: 16-10-2018. All names ô of their owners.