International brand management is the key to unlocking new markets, outpacing competitors, and building a brand with global influence. Whether your company operates in one or more countries, a strategically crafted international brand presence can be the difference between stagnation and exponential growth.
This guide will cover the core concepts, real-life examples, and best practices of successful international brand management, from understanding local market dynamics to leveraging the power of localization.
Let’s dive!
What is International Branding?
International branding is the process of managing your brand in different countries around the world, aiming to expand your global presence and build a consistent brand identity internationally.
One of the key aspects of international brand management is determining how you want your brand to be perceived by foreign audiences. This means you must adjust your marketing strategy and even your product/service to meet the needs of international target markets.
Just selling your products or services to another country isn’t enough to increase brand awareness and establish an international presence. You also need to create an effective international brand management strategy that takes into consideration your audiences’ cultural nuances and preferences.
What are the Benefits of International Branding?
Apple’s localized website for Japan
International branding comes with many benefits for your brand!
#1 Expand your reach – the power of brand awareness
By promoting your brand beyond local markets, you gain exposure to larger audiences. This can increase your brand recognition, as people from different regions can understand your values and what you offer.
Remember that your values and story must be consistent across your target markets, but your messaging must be adapted to each culture.
#2 New market opportunities
If you can’t find new opportunities in the home country’s market, you will most likely find many in foreign markets across the globe.
There may be foreign markets with little to no competition or markets where there’s a need for products or services like yours. By exploring the business landscape in new markets, you may identify opportunities you can leverage to expand your brand globally!
#3 Increased customer loyalty
Offering a consistent brand experience across all the foreign markets you target creates a sense of familiarity and credibility for your audiences, as they know what to expect when they buy your products or services.
Over time, this can increase customer loyalty, making customers choose you over competitors.
However, experience and product consistency aren’t the only factors that lead to customer loyalty. You must also create an emotional connection with foreign audiences, aligning your brand values with their cultural characteristics.
#4 New revenue streams
Tapping into new markets can establish new revenue streams, as you will sell your products and services beyond your country’s borders.
Expanding your operations in new countries gives you access to a broader customer base. If you manage to successfully adjust your product/service to match the needs of your target market, you can increase your revenue. In fact, Transifex customers have seen up to a 30% increase in conversions from localized content.
#5 Competitive advantage
Implementing an effective international brand management strategy can help you gain an advantage over your competitors.
Especially in emerging markets, where competition is often low, it can be easier to leverage your brand reputation to differentiate yourself from your competitors.
Additionally, a global brand that has created a sense of familiarity in international markets can attract more customers and gain a competitive advantage!
What are the Challenges of Global Brand Management?
Samsung’s localized website for Portugal
Despite its many advantages, global brand management also has some challenges you need to navigate.
#1 Market-specific messaging and cultural relevance
One of the biggest challenges of building a global brand is understanding your target audience and adjusting your strategy accordingly.
A well-planned international marketing strategy is crucial to achieve this!
Controlling how you communicate your brand and how you want your brand to be perceived should always align with your target market’s cultural preferences. Otherwise, you risk damaging your reputation and jeopardizing your marketing investment.
However, effectively localizing your brand and achieving cultural relevance is often tricky, especially if you don’t use effective tools and strategies.
Consider investing in localization tools that can create multilingual content that maintains your brand’s messaging and feels native to all audiences.
#2 Legal and regulatory compliance
Another challenge of international brand management is ensuring you abide by your target country’s laws and regulations.
Every foreign country and region has different laws, including intellectual property laws. You may need to put a disclaimer on your website or product, adjust your packaging and labeling, avoid certain marketing strategies, etc.
Knowing and complying with your target market’s legal parameters and licensing requirements is crucial, so legal assistance is highly advised!
#3 Local competition
Local businesses have already built customer trust in every foreign market you aim to target. Since those businesses know the local market well, it may be challenging for your brand to compete against local players!
To leapfrog local businesses, research your competitors to understand their strengths and weaknesses and adjust your strategy accordingly.
#4 Language barriers
Overcoming language barriers is one of the main challenges of international brand management. Chances are you must translate your content to enter a new market, but what many brands fail to do is translate it in a culturally relevant manner.
Literal translation is not recommended, as jokes, slogans, and expressions can’t be translated into another language and keep their original meaning. Moreover, word-for-word translation can lead to misunderstandings and even offense.
Therefore, investing in effective translation services is your best bet to ensure accuracy and cultural resonance!
How Can You Build a Global Branding Strategy?
Adidas’ localized website for Sweden
Building a well-planned global branding strategy is essential for establishing a strong international brand. Let’s see some of the most important steps to follow!
#1 Assess local competition
As mentioned above, knowing your competition is crucial for creating a successful global marketing strategy. In some markets, the competition may be low, while in others, there will already be many local competitors and international brands sharing the market.
Each case requires different strategies and tactics, so assessing the target market’s competitive landscape will give you a clear direction for your marketing approach.
#2 Understand your market
Before crafting your global branding strategy, you should do thorough local market research to understand your audience.
What is their cultural identity? How do they perceive brands like yours? What are their preferences? What are their shopping habits and behavior?
Local market research will help you answer all these questions and adjust your global brand strategy accordingly.
#3 Localize brand assets
Localizing brand assets is paramount for attracting foreign customers worldwide and encouraging their engagement with your brand.
Although challenging -especially if you don’t use the right tools- reaching your target audiences in their native language is crucial for tapping into new markets. So, you must localize your logo, brand name, slogan, color scheme, etc., to match your target market’s preferences. Website localization is also non-negotiable!
Finding the balance between brand consistency and effectively localized brand assets can make all the difference in your global branding strategy.
#4 Ensure brand consistency
Localizing your website and brand assets doesn’t mean you should market a different version of your brand in every region.
Maintaining a consistent brand image and staying true to your values throughout the localization process is crucial for building trust among global audiences.
According to the 60/40 strategy, a popular global marketing strategy, you must maintain 60% consistency globally and adapt 40% of your strategy to each target market!
How Can Transifex Help You Build a Successful Global Brand?
If there’s one thing to remember about international brand management, it’s that what works in one country might not resonate in another. That’s why localizing your content is crucial for global marketing success!
Transifex AI, our powerful localization tool, can help you localize your website quickly, accurately, and in a culturally relevant manner, avoiding excess costs and time-consuming processes.
Here’s what makes Transifex AI stand out from other localization tools:
- AI-Powered Translations
- Rapid Market Adaptation
- Automation for better time management and increased productivity
- Optimization for search engines
- Scalability
- Collaboration features
- Data-Driven Insights
- Agile Content Updates
- Multichannel Localization
Are you ready to harness the power of AI to create a successful global brand?
Sign Up for a free trial today!
FAQs
What are some examples of brands that implemented an international brand management strategy?
Some of the most well-known brands that have been implementing international brand strategies are Nike, KFC, Coca-Cola, Ben & Jerry’s, and McDonald’s.
What is an international brand manager?
An international brand manager is responsible for creating a global brand strategy for a company aiming to expand beyond borders.
What are the 5 Cs of brand management?
The 5 Cs of brand management are clarity, consistency, content, connection, and confidence.
