Entering Era of Global Brands
Globalization seemed to make this world without any barriers, widespread restrictions on countries, cultures, and markets. This situation led to the opening of many new opportunities, wider network, shifting of industrial factories by digital business in many countries, and changes in labor requirements.
is evident from the increasing number of global brands are present in the community. Starting from business franchises like McDonald’s, KFC, Burger King, Starbucks, to stores like Circle-K and 7-Eleven.
Such circumstances are not directly bring new perspectives in today’s business world, especially for local business that is growing. Many local businesses are adopting direct instant grip of globalization, there was quite successful, and some are not.
What makes many global brands can survive long in the community? The existence of a global brand is inseparable from its ability to package its global culture and adopted by local values and build an emotional connection with local consumers.
Brand can be analogous to humans, they also have a personality, character and uniqueness of each one who becomes the differentiating factor. To be able to establish good relations with others, we need to understand and study the character of the man.
An understanding of such small language, nature, hobbies, and the character of the person is able to determine the extent to which we can establish a relationship with that person. This principle is the same as an international brand.
To be able to survive in the local market, a brand needs to achieve a global perspective in the local context. Certainly not by imposing the values of globalization to be accepted locally. But the need to understand local values and culture that exist in society, and then adapt to it.
Examples like what McDonald’s. As a very global brand, McDonald’s is trying to localize its brand so that it can be accepted in society. McDonald’s restaurant menus to adjust in accordance with existing local culture.
McDonald’s does not serve pork is forbidden for Muslims in Indonesia, while the fried chicken and white rice which is the local flavor not found in America.
McDonald’s in India do not serve burgers with beef, animals are highly revered by the Hindu community. Instead, McDonald’s serves the Maharaja Mac, a burger with lamb meat can be consumed by the people of India.
Developing a global perspective means trying to better understand, accept, and provide greater insight. Brand is able to maintain the existence of which can act in a local perspective.
Act locally means making changes to adjust to the culture, the culture and the things that become a priority community in which the brand’s presence in their midst.
Understanding the character of a brand enables consumers to establish an emotional connection with consumers and then will have an impact on the brand’s existence.