Friday, 13 April 2007
Brand globalisation and localisation
Globalisation of brands calls for localisation. The brand cannot impose itself in a colonial spirit but must take into account local cultures, languages and the written word. These are just a few examples of the many different linguistic and regional identity variations of Coca-Cola around the world.
The latest generation of the 'Dynamic Ribbon' with yellow rule, bubbles and background bands on the English language Coca-Cola brand is by Desgrippes Gobé.
The other versions are: Chinese, Arab, Hebrew and Thai.
For the brand to stay alive and current, it cannot stand still but must be constantly updated, subtly and incrementally. This reactivation, as demonstrated by the new Dynamic Ribbon, is hardly perceived by the consumer but is what keeps the brand at the forefront of our attention.