Question

"Brand standardization has many benefits." Counter this statement with reference to international advertising and provide an example.

Answer 1

Standardization produces many benefits - lower advertising costs, greater global advertising coordination, and a more consistent worldwide image. But it also has drawbacks. Most importantly, it ignores the fact that country markets differ greatly in their cultures, demographics, and economic conditions. Thus, most international advertisers think globally but act locally." They develop global advertising strategies that make their worldwide efforts more efficient and consistent. Then they adapt their advertising programs to make them more responsive to consumer needs and expectations within local markets.

For example, although Visa employs its "more people go with Visa" theme globally, ads in specific locales employ local language and inspiring local imagery that make the theme relevant to the local markets in which they appear