“Soothing, warming, fortifying since 1906” is written on advertising mug milk, launched last year in the UK.
In the UK, a malted milk drink for a long time associated with sleep, calming a sedative.
In India, it is a different story. “Taller, stronger, sharper” is at the top of the Indian site, where there is a lot of pictures, eager students, runs.
In India, milk is a Breakfast drink, given to children as energy, to strengthen them ahead of a long day of training.
But the main ingredients of this drink are the same: wheat, barley malt and milk.
The fact that the same fluid can be perceived in two different ways is a great example of how “crazy nonsense and beauty marketing,” says Andrew Welch.
In London, managing Director of branding Landor, the work of Mr. Welch, which allow companies to build and improve your reputation, and ultimately to create higher sales volumes.
International expansion is often the only way for firms to do this. When domestic growth has stagnated, other countries can potentially give the business fresh customers in the area with less competition or when demand for a particular product or service above.
And of course, the presence of more than one country guarantees a firm does not depend on the health of the whole nation in the economy for its success.
But how exactly companies of local firms based in one country with a world name?
Mr. Welch says, like milk sold by a great example of how to do it, with the attributes of the drink highlighted in different ways to appeal to a specific audience. The drink has significantly increased non-pharmaceutical sales in India for its owner, the drugs giant “GlaxoSmithKline”.
“You can’t cookie your brand around the world. This organization, which has moved beyond its home market and has managed to stay relevant,” says Mr. Welch.
Or, to use the jargon of the industry, “global” and “phonological paradigmatic” is in.
But it’s not easy. Online auction site eBay is one of the world’s most famous firms, with 167 million active buyers and reporting just shy of $9 billion (£7 billion) last year income.
But when he first tried to launch in China failed. The difficulty to compete with local competitors means that in 2006, just two years after entering China, he was forced to admit defeat and shut its main website in the country.
Instead, it established a joint venture with a local partner to help you manage your online auction business in the country.
Critics say fail to recognize that a strong brand USA will not automatically translate into success in China.
House rental website Airbnb has tried to avoid this error, recently rebranded itself as “Aibiying” in China. The name translates as “greet each other with love,” and reportedly said that it would be easier for Chinese people to pronounce.
One of the frequent criticism of globalization is that it undermines countries ‘ distinctive differences, making cities everywhere to look more and more similar.
From Germany to the United Arab Emirates, in China, you can visit the same stores, buy the same furnishings, eating the same food, watch the same programs and listen to the same music.
Chris Hirst, the European and UK group chief Executive officer of advertising Agency havas, said that firms expanding abroad have to overcome people’s natural aversion to this.
“People don’t like the idea of a global phenomenon. They want to feel closer to the brand and want it to be relevant to them.”
The only exception to this is the luxury firms such as Louis Vuitton or Hermes that can get away with less local differentiation, as their foreignness is part of what makes them desirable, he says.
At the other end of the scale, firms such as fast food chain McDonald’s may appear the same in whatever country you decide to go, but actually works to localize its branches, he says. He said the firm differencial some menu items to fit in with the local cuisine and, as a rule, ingredients source from the host country.
But the number of potential countries, the firm can get harder. In the 1990-ies, released at the world level simply means expansion in Western Europe and North America are now countries such as India, China and Russia all in the game, says Mr. Hurst.
In fact, many of the areas that will bring the greatest growth in the future, is currently unknown in the West, according to the consulting company McKinsey.
He predicts about 400 medium-sized cities in emerging markets will create nearly 40% of global growth over the next 15 years.
“All the world’s funds globally,” says Mr. Hurst.
In some ways advances in technology have made it easier, allowing companies to present worldwide, even in places where they have no physical presence.
In the most recent annual ranking of most valuable brands in the world of consulting company interbrand is dominated by technology companies. Apple and Google came TOP for the fourth year in a row.
Simon Cotterrell, head of strategy at Inter, said that as well as need to have less to invest in infrastructure when they expand, their success is also down to the simplicity of their business model.
“The program is staring clients in the face and don’t need an explanation.”
In the end, what determines global success for all firms is the same as to succeed in company of the domestic market, he said.
“You must have an offer that meets the needs of this audience. Your attitude will come back to this problem: you solve the customer’s problem in this market?
“It’s not brain surgery,” he says.