Coca-Cola, McDonald’s, Apple. These all sound familiar, right? That’s because over time, these brands have successfully dedicated themselves to become household names. And while they’ve succeeded in the US, they have also become household names around the world. Find out how each of these companies became successful while expanding globally.
Invented in 1886 by pharmacist, John Pemberton, Coca Cola has become one of the most recognizable brands in the world. And while Coca-Cola is known as an expert at soft drinks, they could also be considered experts in global marketing.
Part of Coca-Cola’s success is largely due to its consistent marketing campaign. Their slogan “Enjoy” and “Happiness” translates easily around the world. The company understands that when marketing globally, they need to speak to consumers on a localized level. This understanding is what helped their “Share a Coke” campaign.
The company’s “Share a Coke” campaign has proven to be a major success since its introduction in Australia. Expanded into 50 other countries, Coca-Cola’s campaign is customized to its local language and culture with the most popular names of that region printed on bottles and cans in place of their logo.
The Golden Arch can be recognized all around the world, literally. With expansion in over 117 different countries, McDonald’s credits their success to their ability to adapt in different cultures.
When expanding into different countries, McDonald’s takes into account cultural differences, and every country has its own way of developing new menu items. In addition to developing different menu items, McDonald’s also tests the success of each item, and adds or removes items according to consumer trends and popularity.
It can be said that Apple is one of the most recognized brands around the world (especially since their logo gives away the name).
Apple’s branding strategy focuses on one thing – emotion. Apple develops their products based upon how the consumer feels while discovering, owning, and using Apple products.
Apple believes that to be successful, you have to stop telling your consumers what your company makes, but rather communicate what your company believes in to connect and build relationships with your target market. Apple believes in that thinking so much that it’s reflected in their mission statement.
“Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.”
If you’re thinking of going global, talk to our ISI team members. With our localization services, you can be sure your brand, logo, and slogan are converted correctly to help you succeed internationally.