Brand Globalization: The Next Step in International Advertising

Abstract

This paper comprises of two main sections. The first section discusses the internship I did during the summer of 2002. During my internship I was involved in researching and analyzing the effects of advertising. I reviewed and thoroughly examined a number of cases to see what it was made those campaigns successful. The research section of the paper takes the internship section a little further. I found the research on the cases an emphasis on affecting a product's image. I took the idea of an image and incorporated globalization. This section looks at the concept of creating a single brand image for use across a global market place. As globalization takes hold and allows businesses to expand rapidly across numerous countries, these businesses will advertise using a single brand image for multiple countries. I will also look at the debate between standardization and localization in advertising, and relating the debate to a global image. The paper also cites various advertising campaigns that have used global strategies and been successful.