Global Marketing Strategy

Brand Personality
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Dhiraj Khatri
Student (MBA), Australia
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 just uses this strategy in order to become successful (Douglous, 1995). The (...) Read more? Sign up for free


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