Global versus Local Brands and Brand Identity (Small Town Micro-Manufacturing Example)

Global products

Companies today operate on a global scale, with products and services often spanning multiple countries. A single item might be produced in one nation, painted in another, and then shipped elsewhere for assembly. Just as production is spread across borders, brands themselves have become increasingly global. Effective brand management therefore requires both a domestic and international perspective. This means understanding how a brand resonates within a local market while also ensuring it aligns with the larger international brand identity.

(For more on shipping, see International Freight-US Dept. of Transportation)

To succeed in both local and international markets, executives must develop tailored strategies. A local company may focus narrowly on one approach, while an international company may need an entirely different branding strategy. As firms expand globally, they study local markets to identify niches or problems to solve, while also ensuring people know what their products or services offer and can reliably access them.

(An example: Let’s say I run a small business producing goods in my hometown Escanaba—a micro manufacturer of sorts—and I want to sell internationally. One option is to use existing distribution networks, such as mail carriers, though the brand may remain relatively unknown at first. For a small niche market, building awareness might start with simple steps like sending out letters or flyers and offering deep discounts to those most likely to use the products. The goal being to grow your brand within certain heavy user demographics. Early adaptors.) 

At the same time, companies must maintain a level of brand continuity. While different markets may highlight different product attributes, the overall brand message should remain cohesive. When marketing strategies and messages across the globe are combined, customers should clearly understand what the brand represents.

(In my example, I formulate my marketing flyer to early adaptors and message align with my desired brand such as quality, lightweight, crafted, sustainable, good works. I may use different message but ultimatley they all should fit within these brand values so that no matter where my products are sold they share those central attributes.All the pictures, all the messages, and where they are sold.)

By contrast, brand confusion occurs when a company tries to be too many things for too many audiences in too many locations. This dilutes the brand, leaving customers uncertain about what it stands for. As a result, they may abandon the brand altogether, struggling to recall its identity or the feelings and perceptions associated with it when making purchase decisions. 

(This link offers an overview of local and global brands Global and Local Brands in Developed and Developing Markets: A Systematic Literature Review and New Directions)