Topic 2: The need to give international brands a local voice
Thảo luận tiếng anh và slide " The need to give
international brands a local voice"
Presentation
Teacher: Vũ Thị Kim Liên
Group: 05
Topic2 The need to give international brands a local voice
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Topic 2: The need to give international brands a local voice
Outline
Thảo luận tiếng anh và slide " The need to give international
brands a local voice" 1
Today, branding is a very powerful component in business. The
brand must have a logo to make branding easier and more possible. The
consumers decide if they will buy a product or use a service based on how
they view the brand. To promote your brand have many ways and it is
important that you do so. One of them is the need to give international
brands a local voice.
I. Overview of brands.
1.1Definition of brands
A brand is usually associated with the logo, sign, name, or other
image that consumers associate with your company and product. But in
fact, brand also incorporates other factors, and include those unique
characteristics that distinguish your product, and sets it apart from the
competition. It also relates to the quality of your product, the way you do
business, and how you are perceived by others.
Benefits of brands
 Benefits for manufactures
To build strong brand, every company has to sacrifice lots of effort,
money, time…In return, when company have a strong brand, it will give
the company many benefits.

buying it.
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Topic 2: The need to give international brands a local voice
• When customers use Branded products, they feel more
confident, more powerful, healthier and happier. So, branded
products are more expensive than other products but it is
favorite by apart of customers who has high income
• Services are professional, such as: payment service, selling
service, after sales service,…which makes customers feel
reliable, comfortable when they buy products.
Example Coca-Cola is the best-selling soft drink brands in the most
countries and was recognized as one global brand in 2010. Coca-Cola is
beverages offer excellent taste and superior value to customer.
1.2Difference between international brands and local brands
• Local brands are ‘collection of community associations on local
character and image by objects which it owns, such as history,
social and economic development, human, geographical
characteristics, the destination, the business environment, the
movement and dynamic national, values such as friendliness,
quality, innovation ’’
• A international brand is defined as the worldwide use of a name,
term, sign, symbol, design, or combination thereof intended to
identify goods or services of one seller and to differ them from
those of competitors.
Many differences between international brands and local brands
• The market scale
The main difference between international brands and local brands
would be its market presence where the local brands are concentrated on
tapping the customers of a particular region while the international brands
caters the needs of customers from various countries.

The International brands can use many strategies, for example the broad
strategy areas that can be used are the brand domain. These brand
domains are experts in one or more of the aspects. In order to use this kind
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Topic 2: The need to give international brands a local voice
of strategy the person must have an intimate knowledge, not only about
the technologies shaping but also the pertinent customers behavior and
needs.
II. The need to give international brands a local voice.
2.1Reasons for giving international brands a local voice.
The need to localize is very important. While your brand values and
culture will be evident in all your markets, the actual words you use need
to be different and it’s a simple fact that some concepts don’t translate
between cultures. You may need to consider trans-creation, which is
essentially copywriting in a foreign language. And the reason why it’s a
viable alternative to simply hiring a copywriter for the target country, is
because there is always a need to understand and appreciate the original
message and how it reflects a company’s brand.
There are some reasons why international brands need a local voice:
• The differences in language, cultural and taste of each country
Business want to give a brand to the world is very difficult if they
don’t have knowledge of the culture and language of other countries.
Working overseas will bring with it some cultural challenges. New
language, customs and ways of doing business are things you will need to
consider before you enter a new country. Cultural differences are the
variations in the way of life, beliefs, traditions and laws between different
countries, religions, societies and people. Culture has far reaching
implications for your branding, negotiation tactics, marketing approach,
and expectations. A local voice will help an international brand can
approach customers more easy and the customer will know to the brand

Group 5 Page
Topic 2: The need to give international brands a local voice
The first step of customer research is identifying your customers. Your
market research should help you understand your potential customers.
Further customer research can help you develop a more detailed picture of
them and understand how to target them. It will also highlight key
characteristics your customers share, such as: gender, age, occupation,
disposable income, recreational activities.
- Understand why they shop
Once you've identified who your customers are, you can find out what
motivates them to buy products and services. For example, consider if
they make decisions based on: work demands, family needs, budget
pressures, social or emotional needs.
- Identify preferred shopping methods
As well as understanding why they shop, you will also want to understand
how they shop. To learn about your customers' preferred method and
means of shopping, consider if they shop online, over the phone or in
stores; make spontaneous or carefully considered buying decisions.
- Consider their spending habits
Different types of customers will be willing to spend different amounts.
Find out what financial capacity and spending habits your customers have.
For example, consider their average income; the portion of their income
they spend on the type of products or services you sell if they budget.
- Find out what they think of you
Learn about your customers' views and expectations of your business and
rivals. For example, find out what they think of your products and
services; customer service; competitors.
• You should learn more about local culture, language, tradition,
…
Business not only research customer’s need but also research about

Each nation, a region, a domain have private dining tastes. It is
derived from the process of living, economic conditions, customs,
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Topic 2: The need to give international brands a local voice
geography, climate, social conditions. The international enterprise are
trading in food sector when they want to attack the food market of any the
country need to learn about eating habits and tastes of the people of this
country. The British, French enjoyed the meat and it is main dish of meal,
they usually reserve fast food and canned food. But Greek Muslims do not
eat pork, they often cook and like to eat fresh. Especially the Western
countries they are very precious pets such as dogs, cats and never eat them
and if you invite them to eat it, they will think it is an insult.
• You should change message from country to country
People who say you don’t need to worry about your competitors
couldn’t be more wrong. Competent managers have to know how to
position their brand in relation to the competition. In terms of factors like
price and quality of the product. Managers should relate the brand’s
values in a meaningful way to the consumers they have targeted. With
worldwide brands this may mean changing your message from country to
country.
• you should localize your search engine marketing components,
website and marketing collateral to the new language markets
Pay attention to imagery in all mediums such as photos, videos, and
Flash. Select inoffensive content and be respectful of sensitive
male/female relationships in different cultures. Decide which content on
your website will be translated and which will remain in English.
Remember that marketing translation collateral, advertising campaigns
and the like - is often fairly tricky due to clever idioms, so account for
extra time to have this done right.
III. Conclusion