Managing the promotional marketing aspect of a global brand: The role of the expatriate brand manager
By Dr. Matthew Jelavic, C.Mgr
Prof. Dawn Salter, P.Mgr.
In the field of global marketing management, the matter of standardization has received significant attention over the past few decades, particularly in the area of international advertising and the ideal promotional management strategies. Academics and practitioners continue to debate whether it's best to use the same promotional programs worldwide or adapt to the preferences, tastes, and values of local cultures. For the multinational corporation (MNC), the benefits to standardize brand communications are clear: they allow for a consistent corporate brand image, economies of scale on creative development, production and management, and greater ownership of original creative ideas. Conversely, adaptation permits MNCs to customize advertisements using the lifestyle appeals of local cultures. This approach can lead to increased persuasiveness and likeability among stakeholders and thus generate higher sales.