Being a successful global business brand takes more than just a great product or service. Taking your business global also means you’ll need more knowledge about how marketing works beyond your country’s borders. Success in the international market requires a lot of understanding of local customs, marketing trends, and world events. Here are some inspiring examples of brands and business leaders who have figured out the puzzle of global business success.
One of the greatest global business success stories started with a hamburger. Global brand giant McDonald’s expanded into the global market decades ago and has not stopped since. McDonald’s duplicated itself around the world and brought its signature fries, milkshakes, and burgers to nearly every place on the planet. Not only have they successfully expanded their standard fare, but they have also worked to add new menu items in specific regions of the world to reflect local customs or culture.
Phones and More
Another strong example of a strong global branding strategy is with Tim Cook’s Apple products. Apple has managed to bring its products to customers around the world, across borders, and beyond cultures. People all over the world have enjoyed using iPads, iPhones, Airbuds, MacBooks, and more. They have made an impact on the global economy and way of life. These products have also helped improve efficiency and computing power even in the most isolated locations on the planet. This brand has also helped fuel the digital smartphone revolution around the world.
Universal Soft Drink
Next, no list of international branding successes can be complete without examining the story of Coca-Cola. This iconic soft drink brand has gone well beyond its basic beginnings more than 100 years ago. Coca-Cola has used powerful brand images and a unique bottle shape to make an impact in other markets. Coca-Cola’s global marketing strategy has also used different products in international markets to reflect unique tastes in each local region.
Products in Every Category
Jack Ma, one of China’s most successful business leaders, has brought global giant Alibaba to the international commerce stage. His success story started with learning about the internet during a trip to the United States many years ago. Today, Ma’s websites and large catalog of products have made billions of dollars. Ma is one great example of a brand that didn’t originate within the United States that has found success. International companies can learn from Ma’s example of how to bring new products to the tough U.S. market.
The powerhouse brand of Disney has also shown other companies how to successfully expand into new regions and markets. Disney, which started with an animated mouse, has expanded its offerings well beyond simple cartoons and short-form entertainment. Its movies have been shown around the world and translated into dozens of languages for families and children everywhere. The brand has also had success with opening new international versions of its Disney-branded theme parks.
Technology and More
Indonesian business guru Sjamsul Nursalim has also shown the western market the power of international commerce based in the eastern part of the world. Nursalim, who got his start in property and coal, has led the way in diversification strategies. Going global successfully means you may have to expand your portfolio into other avenues beyond your starting business model. Nursalim has also gone into the tire business and retail.
Toy companies have struggled to appeal to a diverse international audience historically. One company that has not had this problem is the building toy giant, Lego. Lego has brought the universal appeal of creating and building to generations. They have also found a strong presence in many different global markets. Lego, which originated in the small nation of Denmark, has made a strong name for itself all over the world.
Doing business as an athletic apparel company in the global arena is also a challenge because of the vast differences in sports and culture around the world. Sports superstars are often extremely dependent on specific regions or local followings. Nike has found success despite this fact. What has helped Nike is the idea of learning about different local sports beyond its American beginnings, such as cricket, golf, and rugby. This strategy has opened up the brand to newer markets.
Vehicles for All
Finally, the last example of a strong global brand is Japanese motor vehicle company Toyota. Toyota has had some struggles throughout its history in breaking into the unique American car market. Instead of trying to make their current line of cars fit the customer, they redesigned their products with the consumer in mind. They used tools, such as product research, consumer demographic data, and knowledge of American customs, to bring the top-selling car into the market.
Leading the world in an international branding strategy is possible if you learn from the ones who have done it the best. These companies and leaders have created incredible global brands by staying informed about each individual market and offering different products and services to meet the local culture and demands.
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