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When it comes to building a global brand having a strategy is very important Every marketer is faced with a variety of fighting factors whether it has to do with appealing to a local place or to multiple continents So when it comes to the brand and its image being sold the best route to take is the local one Large well know global brands such as McDonalds Smirnoff Vodka Pantene Pro-V BMW and Volkswagen are just a few of those brands Each one has continuously made their global mark by putting a spin on their advertising strategies and adapting to a countries marketplace and people with the local method This marketing method proves a success by many because it allows the targeted countries to form a connection to its products The companies that are spoken of in this article are perfect examples because they offer the proof that the possibility to solve globalization and localization in international branding do existMcDonalds is a prime example with its famous golden yellow arches It has become the embodiment of what a standardized global brand should look like The company demonstrates this through the building of their worldwide persona by almost having mastered the method of successful customization in the chains different destinations Doing so they have prospered greatly as well as proving to themselves and other companies that it is possible to keep a moderately standardized image manageable The research discussed in this article provides us with a deeper look into McDonalds plan of attack which was quite enlightening At first on the surface we are seeing the McDonalds obvious image but when we dig deeper we find that its marketing strategies differ considerably across its various countries and regions In many areas McDonalds has localized its menu to meet the consumers needs If we were to travel the globe in search of these specialized menus we would
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