Global Brands (HL IB Geography)
Revision Note
Written by: Jacque Cartwright
Reviewed by: Bridgette Barrett
Glocalisation
Glocalisation is when a global company produces goods that are aimed at the local market
For example, in India:
McDonald's does not have beef or pork products on their menu for religious reasons
Whirlpool redesigned their washing machines to account for the challenges of washing five-foot-long saris
Examiner Tips and Tricks
The term ‘think global, act local’ is useful to describe the strategy of glocalisation.
Cultural hybridity
Globally, there are a number of different cultures co-existing at the same time
Where two or more of these cultures combine, a new culture emerges
This is known as cultural hybridity and is linked to globalisation
Case Study: Coca-Cola
Coca-Cola is an American TNC that manufactures, markets and sells soft drinks
It was established in 1886 in Atlanta, where its HQ remains, and now operates in over 200 countries
Two-thirds of Coca-Cola’s revenue comes from overseas and it owns other brands like Fanta and Sprite
Coca-Cola has promoted itself through global advertising campaigns and by sponsoring major sporting events
It is one of the most recognisable global brands
After the word 'OK', 'Coca-Cola' is thought to be the most understood word in the world
The production and distribution of Coca-Cola are done through a franchising model
Coca-Cola produce the main syrup base and local people with local resources produced the drink
Globally, there are variations on the original formula to meet local demand, including:
Coca-Cola with lime, only available in Canada, the USA, Singapore, UK, Belgium and the Netherlands
Coca-Cola Blak only available for two years
Coca-Cola Citra only available in Bosnia and Herzegovina, Japan and NZ
Coca-Cola Clear which was only available in Canada, France and Australia
There are only 2 countries in the world that do not sell Coca-Cola
Cuba
North Korea
Bolivia came very close to banning Coca-Cola in 2012; however, the government encouraged its population to drink less cola and have a healthier alternative instead
Case Study: McDonald's
McDonald's have kept the same logo, the same brand colours, the same tagline, the same brand values and the same clown everywhere
This is the global part, as it makes them easily identifiable in any country
The local part is the food
They try to maintain the familiarity of its products, which are customised according to local tastes, culture, customs and opinions
For example:
In India, you will get a McAloo tikki
An Ebi Burger in Hong Kong
Corn Pie in Thailand
Big Brekkie Burger in Australia
Bulgogi Burger in South Korea, etc.
The local is confined to certain aspects of the product while still being global when it comes to a brand image
Examiner Tips and Tricks
Always make sure you use examples when answering questions about 'glocalisation'. These do not have to be the same as the ones above, but they must be relevant to the idea of a global brand that has been modified to suit the local market. In NZ, the chocolate manufacturer Cadbury's has different flavours such as Black Forest and Tim Tam. Same brand but different tastes.
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