The glocal touch : why global brand strategies are being tailored to suit local tastes

Abstract

This study analyses how global brands try to address both global and local concerns in order to ensure that corporate consistency and individual market relevance is maintained worldwide. This was done by conducting case studies of Vodafone, HSBC and McDonald's and analyzing them in the context of branding and global branding theory. The result - a realization that brands may have gone global, but consumers remain persistently local at heart, and that those hoping to become international success stories would do well to combine strong central coordination with substantial local input.