i'm writing a speech on global and local marketing.  the executive
wants to cite brands that DEFINITELY enforce global marketing
standards (e.g., I =ASSUME= that Coca-Cola Red is the exact same color
used around the world ... is this so?  I =ASSUME=, to pick a different
brand, that the NIKE swoosh is used virtually everywhere ... is this
so?"

the major thrust of my question is ... i'd like to be able to ILLUSTRATE/DOCUMENT
ways that the brand I choose as an illustration (my first thought is Coca-Cola,
Nike was a 2nd thought) ...

   1) has a GLOBAL marketing approach (e.g., the Pantone color # of Coca-Cola red,
     if this is so) ... other global aspects of their marketing?

  2) == ALSO == makes local differences ... different formulations/tastes depending
  on market, different bottles, etc.

i truly recognize that it's unrealistic to expect access to the inner
marketing strategies
of coca cola, nike, or anyone ... but i'm hoping there's enough documentation
in speeches/articles/interviews so that i'll have the material i'll need to be able
to cite the Global and Local illustrations of both approaches to marketing
being taken by the brand i use as a reference.

hoping someone has access to enough marketing materials to be able to give
me some Global and Local nuggets/illustrations (i don't need great detail)
to make the point clearly and simply that a global brand today uses BOTH
approaches to marketing.

thanks!
mike

---

Clarification of Question by mikeginnyc-ga on 21 Mar 2005 10:58 PST

very, very much so! (yes, this is the kind of thing i'm looking for!)

i'm very happy to hear from you, again, bobbie7.
fyi, i would have answered sooner, but the google software
did NOT send me an email alert that your comment was here.
i only came back -- forlonly -- to look at what i THOUGHT
was my site, being ignored!

anyway ... yes ... so please make it "official" and take my case!

since you've given me some examples of how coke is DIFFERENT
in other countries (i'll probably use ONLY the core coca-cola
brand names; this needs to be simple) ... can you CONFIRMt
what's IN COMMON around the world??

i.e., can you find validation that Coke uses RED everywhere.
maybe that specific shade of red all over the world?

do they use the same swirl everywhere?

a friend first told me the bottle was the same everywhere,
then he learned that's not so.  
the example will be fine if i can just say the red is the same everywhere,
and HOPEFULLY some design element.

(the typeface must vary, depending on chinese, arabic, etc.
you may not be able to truly confirm this.)

whatever you can do to further document elements
of global COMMONALITY would great.
we're trying to efficiently show a global philosophy and essence,
but some local customization.

you've already put me on the right track.
whatever else you can add, gratefully accepted,
but i can already tell you, i'll be happy with the result,
and glad that it's you again!

best,
mike

---

Request for Question Clarification by bobbie7-ga on 21 Mar 2005 11:41 PST

Dear Mike!

Thank you for your clarification. I'll do some more research and post
your answer as soon as possible.

Sincerely,
Bobbie7

Hi Mike!

Coca-Cola?s dynamic ribbon is IN COMMON around the world.

Below you will find some online references:


?The wave shape (known as the "dynamic ribbon device") present on all
Coca-Cola cans throughout the world derives from the contour of the
original Coca-Cola bottles.?

Wikipedia
http://en.wikipedia.org/wiki/Coca-Cola


---------------------------------------------------------------------------


?Coca-Cola markets an international T-shirt showing the various
spellings of its name.
Note that the trademark ribbon, part of Coke?s logo, is always present.?

See an image on page 15
http://www.sagepub.com/Jandt%20Final%20Pages-%20Chapter%2012_5246.pdf


---------------------------------------------------------------------------


The Dynamic Ribbon device is a registered trade mark of The Coca-Cola Company.
http://www.cokepubandbar.co.uk/


---------------------------------------------------------------------------


?Coca-Cola Co will debut new graphics for brand Coke globally;?

?New look will bring back to flagship brand the traditional Coke
design element known as, "dynamic ribbon."

?Coke chief marketing officer Steve Jones says, "growth of the brand
depends on contemporizing the brand, so it continues its strong
relationship with consumers." Notes new look will employ "slightly
cleaner" Spencerian script for logo and "contemporized dynamic
ribbon." Adds "Coke red" will have "greater depth and texture." Plus,
small water droplets or bubbles will be subtly arranged to "suggest
contour bottle" shape. New graphics will not utilize word, "Enjoy" or
other words. Jones says company "may" more broadly use dynamic ribbon
as unifying element for trademark Coke products.?

Beverage Digest: August 2002
http://www.beverage-digest.com/editorial/020816.php


---------------------------------------------------------------------------


Emotional Shorthand: Capturing the Spirit of the Brand in a Single Iconic Character

?In the last century very few identities were truly emotionally
driven, in my opinion. Powerful symbols with significance were the
Nike swoosh, the Apple logo, the Ralph Lauren polo symbol, and the IBM
logo, as defined originally by Paul Rand, and the Coca-Cola dynamic
ribbon, which has been mistreated at times and yet remains a powerful
symbol?the first ?swoosh? created as a way to communicate visually in
a global world.?

Source:  
Chapter 6: Evolve From Identity to Personality (page 13)
Aiga Design Forum
http://designforum.aiga.org/resources/file/5/8/2/CitizenBrand_chp6.pdf


---------------------------------------------------------------------------


PMS 485 Red
This is a bright red like you see on a Coca Cola can

Brenton Custom Manufacturing 
http://www.brentoncustom.com/pms-color-chart.htm


---------------------------------------------------------------------------


?This ownership is generally construed as some highly specific
combination of shape, colour and placement such as the typeface, angle
and colour of the Coca Cola brand. The right to so brand a product is
fiercely defended and anyone daring to use such a combination with
only minor changes is asking for trademark trouble. ?
http://keynet.blogs.com/networks/2004/01/branding_as_the.html


---------------------------------------------------------------------------
 

?Green may be more or less green on any of a dozen different displays,
but Shrek was a very specific shade of green, and his creators want to
see that green. Likewise, Coca-Cola red may be the world's most famous
logo color, so if it isn't right, everybody knows.?
http://videosystems.primediabusiness.com/ar/video_rgb/


---------------------------------------------------------------------------


Page 14
?Beginning in 1992, Coke began its first global marketing campaign?six
commercials broadcast at the same time all over the world. So it?s not all that
surprising that Coca-Cola wanted Chinese characters that ?sounded like? its
name in English. That?s what it was selling.?

Page 13
?A global brand carries the same brand name or logo worldwide. Its values
and positioning are identical in all countries, and it has brand loyalty in all
countries in which it is marketed. Marlboro is an example. It is positioned
worldwide as an urban premium brand appealing to the desire for freedom and
open physical space symbolized by the ?Marlboro man? and ?Marlboro
Country.? 

?Global brands may be modified to meet local consumer needs and
competitive requirements. For example, both Coca-Cola and Pepsi-Cola
increase the sweetness in the Middle East where consumers prefer a sweeter
drink.?
http://www.sagepub.com/Jandt%20Final%20Pages-%20Chapter%2012_5246.pdf


---------------------------------------------------------------------------


Below you will find the previous information that I posted:



Diet Coke or Coca-Cola Light.

?Coca Cola uses Coke Lite as a brand name instead of Diet Coke in
France since the term ?diet? is restricted due to medical connotations
and suggests poor health. Coca Cola changed Diet Coke to Coke Light in
Japan; Japanese women do not like to admit to dieting and in Japan,
the idea of diet implies sickness or medicine.?
http://www.geocities.com/Athens/Delphi/9158/kwuintlmktg5.html



?Other times, it is a matter of cultural context, such as the use of
the word diet in the Diet Coke brand name, which has either no
relevance or an undesirable connotation in several countries and so
necessitated the use of Coca-Cola Light as an alternate name. The
challenge was to create a compelling branding system that would be
consistently recognizable in 146 world markets, whether named Diet
Coke or Coca-Cola Light. Coca-Cola positioned its product as a soft
drink that would help people look and feel their best rather than one
solely centered around the notion of losing weight.?
http://www.findarticles.com/p/articles/mi_qa4001/is_200110/ai_n8962463



Hybrid branding strategies

?A number of companies have hybrid brand structures with a combination
of corporate and product brands. Coca-Cola, for example uses the
Coca-Cola name on its cola brand worldwide, with product variants such
as Cherry Coke, Coke Lite, Diet Coke or caffeine-free Coke, in some,
but not all countries. In addition, Coca-Cola has a number of local or
regional soft drink brands, such as Lilt in various fruit flavors in
the U.K., TabXtra, a sugar-free cola drink in Scandinavia, and Cappy,
a fruit drink in Eastern Europe and Turkey (Echikson and Foust,
2000).?

DYNAMICS OF INTERNATIONAL BRAND ARCHITECTURE:
OVERVIEW AND DIRECTIONS FOR FUTURE RESEARCH
Susan P. Douglas and C. Samuel Craig
Stern School of Business
New York University
http://pages.stern.nyu.edu/~sdouglas/rpubs/Dynamics.doc

COMPETING IN THE NEXT MILLENIUM:
CHALLENGES FACING INTERNATIONAL MARKETERS
http://pages.stern.nyu.edu/~sdouglas/rpubs/compet12.html


?Coca-Cola's international thrust includes promoting the flagship
brand Coke across markets and also developing local brands. It does
the latter either by acquisition (Thumsup in India) or by creating a
local brand (Cappy, a fruit drink for the markets of East Europe and
Turkey).?

The Manage Mentor
http://www.themanagementor.com/kuniverse/kmailers_universe/mktg_kmailers/Blueprint2.htm


?Consider Coca-Cola, with its syrup as its enabling technology and a
worldwide bottling network. To sustain its independent companies,
Coca-Cola sells over 300 separate brands of products in addition to
Coke. Why? They compete in local markets that require different
product portfolios around the flagship brand. Keeping a watchful eye
on how your export product fits in with new target markets as well as
how it will work to advance corporate strategies and goals will keep
your efforts on track ?

Federation of International Trade Associations 
http://www.fita.org/ioma/branding.html



Spain and the two liter bottle

?Coca-Cola introduced the two liter bottle in Spain without realizing
that Spanish refrigerators are smaller than in other countries.  The
outcome was that the bottles did not fit in the refrigerators, and
Coca-Cola had to design another bottle.  Sales were lost over the
period when the bottle was redesigned. Coca-Cola simply cannot be
promoted the same way on a global basis since it is not perceived the
same way by consumers across the globe: Spanish Coke enthusiasts see
Coke as an excellent mixer; Italians replace wine with Coke as a
dinner drink, the Chinese view Coke as a refined luxury drink for only
the most fortunate.?
http://www.geocities.com/Athens/Delphi/9158/paper49.html


Localization 

?In the past, brands were often global through a central strategy or
they were very decentralized. The former was more efficient but
insensitive to local conditions, the latter far more sensitive but
less able to take advantage of economies of scale. In the 1990s, we
can observe a greater degree of localization whereby a logo design
conforms to a central strategy but one that can be adapted locally.
This tends to be more efficient and responds to local market
opportunities and needs. Brand consumption tends to be local. This
strategy is particularly evident for Coca-Cola, MTV and McDonald's. In
these cases, the principal offer remains the same but is more tailored
to local tastes. McDonald's, for example, may offer different menu
items, Coca-Cola's advertising will be more appropriate to the market
or it will offer different ranges of soft drinks according to country.
For example, Coca-Cola recently launched Smart, the first carbonated
soft drink from an international company specifically designed for the
Chinese market.?

Best Practices for International Brands
http://www.logobee.com/article7.htm


Coca-Cola in Saudi Arabia 

Coca-Cola has reacted to changing demand across the globe through
branding campaigns and product attributes appealing to unique local
market tastes.
 
See Exhibit #4 Coca-Cola Global Market Adaptations:  at the following link: 
http://www.saudi-american-forum.org/Newsletters2004/SAF_Essay_33.htm


International Marketing

?A classic example of a marketing flop was Coke's translation of their
product in China. To the Chinese, "Coca Cola" sounded like "bite the
wax tadpole". Later, a better translation was used meaning "happiness
in the mouth" which was very successful with the Chinese. And how
about the vacuum ad reading: "Nothing sucks like an Electrolux"?

?The above examples are obvious blunders (in hindsight)- but companies
lose precious time, money, and reputation because of global
differences in marketing approach. There are great differences in the
way products are displayed, the way printed materials and labels are
used to explain and sell a product, the way consumers react to
information, etc. Companies cannot simply apply local marketing
approaches to international customers because the result will be a
flop. We offer assistance in the many aspects of the due diligence
process required for entering new markets.?

Across Cultures, Inc
http://www.acrosscultures.net/programs.htm


Coca-Cola's Marketing Challenges in Brazil: The Tubaínas War
The Return of Returnable Bottles

?For nearly a decade, competition from inexpensive brands of sodas,
tubaínas, deeply affected not only Coca-Cola?s sales in Brazil, but
also its profitability. Coca-Cola tried a number of strategies to stop
tubaínas? market growth in Brazil. Although some of the attempted
strategies in the past produced good results, none really curtailed
market share loss and profitability erosion.

?The new Coca-Cola weapon to confront tubaínas consisted of
reintroducing Coca-Cola in returnable glass bottles, which had been
discontinued about a decade earlier in favor of the more convenient
disposable plastic bottles and aluminum cans.?

Thunderbird: The Garvin School of International Management
http://www.thunderbird.edu/pdf/about_us/case_series/a12040025.pdf


COCA-COLA

?Coca-Cola enjoys a status achieved by no other products in commercial
history: it truly is a global cultural icon. Over its 107-year
history, Coca-Cola has become a part of the fabric of daily life for
hundreds of millions of people in more than 195 countries that Coke
calls home. Enjoyed more than 685 million times a day around the
world, Coca-Cola stands as a simple, yet powerful symbol of quality
and enjoyment.

Coca-Cola is the most widely recognized and best-loved brand in the
world, according to various research studies. What's more, only one
expression in any language--"OK"-is more widely understood than
"Coca-Cola."

NY American Marketing Association
http://www.nyama.org/mhf/mhf93.htm


Coca-Cola brand visually

?It has a very clear sense of color. Quite simply, wherever there?s
Coke, there?s red and white. ?Coca-Cola takes its colors extremely
seriously. Santa Claus traditionally wore green until Coca-Cola began
to promote him heavily in the 1950s. Now in every shopping mall across
the western world, Santa wears the colors of Coke. The consistent use
of the colors, the dynamic ribbon, the typography, and the logo have
established a very clear and unambiguous image which has survived for
decades and is memorable to anyone who has been exposed to the brand.
It?s a brand that will, without a moment?s hesitation, earn full marks
for its visuals.?

Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound 
By Martin Lindstrom 
http://www.wnyc.org/books/44391

COCA-COLA CONTOUR BOTTLE

The bottle for Coca-Cola has become one of the most recognized
trademarks on earth. http://www.pww.on.ca/lead.htm


?As I stated earlier, Branding is important. If I asked you, what
company has a "Red and White" color scheme and a fancy, script
presentation of its name across these colors, would you say
"Coca-Cola?"
http://www.dancaster.com/newleaves05.htm


?Messages also are communicated by consistent use of a company?s
logo?meaning consistency in color, logo placement, and font, if
applicable. Spencerian Script in bright red equals Coca-Cola. Think
swoosh, and you think Nike. The brand message of these companies was
created by consistent use of the logo and an overall consistent
graphical look of their materials.?
http://www.smps.org/marketer/marketerarch/1004.pdf


Customization versus Standardization 

?Even brands like Coca-Cola and McDonald?s that once crossed borders
without adapting their branding today increasingly customize certain
aspects of their marketing communication.

Coke, for example, decided to use Coke Light in Europe with a
different descriptor from that of Diet Coke that is used in the U.S.
In India, the brand focuses on looking less like an all-American brand
and places more emphasis on affordability and corporate
responsibility."
http://www.brandchannel.com/papers_review.asp?sp_id=186



Mike, as always it has been a pleasure to work with you.

Sincerely,
Bobbie7

---

Clarification of Answer by bobbie7-ga on 21 Mar 2005 12:35 PST

Lippincott Mercer: Brand Management for The Next Millennium 

?While English will still be the language of business and marketing,
there will be a vast number of consumers of mass market products who
don't read or comprehend English?or French, Cantonese, or Hindi, for
that matter. These consumers will need a familiar graphic device to
make the connection to a  company, product, or service. The list of
proven global brands?Coca-Cola, Disney, Shell, McDonalds,
Mitsubishi?have at least one thing in common: a strong iconographic
element, where any series of letters or characters can be inserted and
the brand will still be recognized.?
http://www.lippincottmercer.com/publications/a_bell01.shtml

another terrific job by this 
thorough and conscientious researcher.

thanks and appreciation as always for this kind of work.

mike

Hello again Mike,

Please take a look at my findings and let me know if this is the type
of material you require.

Thanks,
Bobbie7



Diet Coke or Coca-Cola Light.

?Coca Cola uses Coke Lite as a brand name instead of Diet Coke in
France since the term ?diet? is restricted due to medical connotations
and suggests poor health. Coca Cola changed Diet Coke to Coke Light in
Japan; Japanese women do not like to admit to dieting and in Japan,
the idea of diet implies sickness or medicine.?
http://www.geocities.com/Athens/Delphi/9158/kwuintlmktg5.html



?Other times, it is a matter of cultural context, such as the use of
the word diet in the Diet Coke brand name, which has either no
relevance or an undesirable connotation in several countries and so
necessitated the use of Coca-Cola Light as an alternate name. The
challenge was to create a compelling branding system that would be
consistently recognizable in 146 world markets, whether named Diet
Coke or Coca-Cola Light. Coca-Cola positioned its product as a soft
drink that would help people look and feel their best rather than one
solely centered around the notion of losing weight.?
http://www.findarticles.com/p/articles/mi_qa4001/is_200110/ai_n8962463



Hybrid branding strategies

?A number of companies have hybrid brand structures with a combination
of corporate and product brands. Coca-Cola, for example uses the
Coca-Cola name on its cola brand worldwide, with product variants such
as Cherry Coke, Coke Lite, Diet Coke or caffeine-free Coke, in some,
but not all countries. In addition, Coca-Cola has a number of local or
regional soft drink brands, such as Lilt in various fruit flavors in
the U.K., TabXtra, a sugar-free cola drink in Scandinavia, and Cappy,
a fruit drink in Eastern Europe and Turkey (Echikson and Foust,
2000).?

DYNAMICS OF INTERNATIONAL BRAND ARCHITECTURE:
OVERVIEW AND DIRECTIONS FOR FUTURE RESEARCH
Susan P. Douglas and C. Samuel Craig
Stern School of Business
New York University
http://pages.stern.nyu.edu/~sdouglas/rpubs/Dynamics.doc

COMPETING IN THE NEXT MILLENIUM:
CHALLENGES FACING INTERNATIONAL MARKETERS
http://pages.stern.nyu.edu/~sdouglas/rpubs/compet12.html


?Coca-Cola's international thrust includes promoting the flagship
brand Coke across markets and also developing local brands. It does
the latter either by acquisition (Thumsup in India) or by creating a
local brand (Cappy, a fruit drink for the markets of East Europe and
Turkey).?

The Manage Mentor
http://www.themanagementor.com/kuniverse/kmailers_universe/mktg_kmailers/Blueprint2.htm


?Consider Coca-Cola, with its syrup as its enabling technology and a
worldwide bottling network. To sustain its independent companies,
Coca-Cola sells over 300 separate brands of products in addition to
Coke. Why? They compete in local markets that require different
product portfolios around the flagship brand. Keeping a watchful eye
on how your export product fits in with new target markets as well as
how it will work to advance corporate strategies and goals will keep
your efforts on track ?

Federation of International Trade Associations 
http://www.fita.org/ioma/branding.html



Spain and the two liter bottle

?Coca-Cola introduced the two liter bottle in Spain without realizing
that Spanish refrigerators are smaller than in other countries.  The
outcome was that the bottles did not fit in the refrigerators, and
Coca-Cola had to design another bottle.  Sales were lost over the
period when the bottle was redesigned. Coca-Cola simply cannot be
promoted the same way on a global basis since it is not perceived the
same way by consumers across the globe: Spanish Coke enthusiasts see
Coke as an excellent mixer; Italians replace wine with Coke as a
dinner drink, the Chinese view Coke as a refined luxury drink for only
the most fortunate.?
http://www.geocities.com/Athens/Delphi/9158/paper49.html


Localization 

?In the past, brands were often global through a central strategy or
they were very decentralized. The former was more efficient but
insensitive to local conditions, the latter far more sensitive but
less able to take advantage of economies of scale. In the 1990s, we
can observe a greater degree of localization whereby a logo design
conforms to a central strategy but one that can be adapted locally.
This tends to be more efficient and responds to local market
opportunities and needs. Brand consumption tends to be local. This
strategy is particularly evident for Coca-Cola, MTV and McDonald's. In
these cases, the principal offer remains the same but is more tailored
to local tastes. McDonald's, for example, may offer different menu
items, Coca-Cola's advertising will be more appropriate to the market
or it will offer different ranges of soft drinks according to country.
For example, Coca-Cola recently launched Smart, the first carbonated
soft drink from an international company specifically designed for the
Chinese market.?

Best Practices for International Brands
http://www.logobee.com/article7.htm


Coca-Cola in Saudi Arabia 

Coca-Cola has reacted to changing demand across the globe through
branding campaigns and product attributes appealing to unique local
market tastes.
 
See Exhibit #4 Coca-Cola Global Market Adaptations:  at the following link: 
http://www.saudi-american-forum.org/Newsletters2004/SAF_Essay_33.htm


International Marketing

?A classic example of a marketing flop was Coke's translation of their
product in China. To the Chinese, "Coca Cola" sounded like "bite the
wax tadpole". Later, a better translation was used meaning "happiness
in the mouth" which was very successful with the Chinese. And how
about the vacuum ad reading: "Nothing sucks like an Electrolux"?

?The above examples are obvious blunders (in hindsight)- but companies
lose precious time, money, and reputation because of global
differences in marketing approach. There are great differences in the
way products are displayed, the way printed materials and labels are
used to explain and sell a product, the way consumers react to
information, etc. Companies cannot simply apply local marketing
approaches to international customers because the result will be a
flop. We offer assistance in the many aspects of the due diligence
process required for entering new markets.?

Across Cultures, Inc
http://www.acrosscultures.net/programs.htm


Coca-Cola's Marketing Challenges in Brazil: The Tubaínas War
The Return of Returnable Bottles

?For nearly a decade, competition from inexpensive brands of sodas,
tubaínas, deeply affected not only Coca-Cola?s sales in Brazil, but
also its profitability. Coca-Cola tried a number of strategies to stop
tubaínas? market growth in Brazil. Although some of the attempted
strategies in the past produced good results, none really curtailed
market share loss and profitability erosion.

?The new Coca-Cola weapon to confront tubaínas consisted of
reintroducing Coca-Cola in returnable glass bottles, which had been
discontinued about a decade earlier in favor of the more convenient
disposable plastic bottles and aluminum cans.?

Thunderbird: The Garvin School of International Management
http://www.thunderbird.edu/pdf/about_us/case_series/a12040025.pdf


COCA-COLA

?Coca-Cola enjoys a status achieved by no other products in commercial
history: it truly is a global cultural icon. Over its 107-year
history, Coca-Cola has become a part of the fabric of daily life for
hundreds of millions of people in more than 195 countries that Coke
calls home. Enjoyed more than 685 million times a day around the
world, Coca-Cola stands as a simple, yet powerful symbol of quality
and enjoyment.

Coca-Cola is the most widely recognized and best-loved brand in the
world, according to various research studies. What's more, only one
expression in any language--"OK"-is more widely understood than
"Coca-Cola."

NY American Marketing Association
http://www.nyama.org/mhf/mhf93.htm


Coca-Cola brand visually

?It has a very clear sense of color. Quite simply, wherever there?s
Coke, there?s red and white. ?Coca-Cola takes its colors extremely
seriously. Santa Claus traditionally wore green until Coca-Cola began
to promote him heavily in the 1950s. Now in every shopping mall across
the western world, Santa wears the colors of Coke. The consistent use
of the colors, the dynamic ribbon, the typography, and the logo have
established a very clear and unambiguous image which has survived for
decades and is memorable to anyone who has been exposed to the brand.
It?s a brand that will, without a moment?s hesitation, earn full marks
for its visuals.?

Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound 
By Martin Lindstrom 
http://www.wnyc.org/books/44391

COCA-COLA CONTOUR BOTTLE

The bottle for Coca-Cola has become one of the most recognized
trademarks on earth. http://www.pww.on.ca/lead.htm


?As I stated earlier, Branding is important. If I asked you, what
company has a "Red and White" color scheme and a fancy, script
presentation of its name across these colors, would you say
"Coca-Cola?"
http://www.dancaster.com/newleaves05.htm


?Messages also are communicated by consistent use of a company?s
logo?meaning consistency in color, logo placement, and font, if
applicable. Spencerian Script in bright red equals Coca-Cola. Think
swoosh, and you think Nike. The brand message of these companies was
created by consistent use of the logo and an overall consistent
graphical look of their materials.?
http://www.smps.org/marketer/marketerarch/1004.pdf


Customization versus Standardization 

?Even brands like Coca-Cola and McDonald?s that once crossed borders
without adapting their branding today increasingly customize certain
aspects of their marketing communication.

Coke, for example, decided to use Coke Light in Europe with a
different descriptor from that of Diet Coke that is used in the U.S.
In India, the brand focuses on looking less like an all-American brand
and places more emphasis on affordability and corporate
responsibility."
http://www.brandchannel.com/papers_review.asp?sp_id=186

Thank you very much for the five star rating and generous tip!
--Bobbie7