{"id":245513,"date":"2022-03-12T10:00:54","date_gmt":"2022-03-12T15:00:54","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&#038;p=245513"},"modified":"2025-05-05T13:31:06","modified_gmt":"2025-05-05T17:31:06","slug":"international-branding","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/international-branding\/","title":{"rendered":"International Branding: How to Help Your Brand Transcend Borders"},"template":"","blog_categories":[5,9],"resource_categories":[37,34,30,20,33,21,23],"targeted_localized_audience":[],"document_categories":[146,171],"class_list":["post-245513","blog","type-blog","status-publish","hentry","blog_categories-international-business-strategies","blog_categories-marketing-strategies","resource_categories-content-type-blog-post","resource_categories-business-goal-brand-experience","resource_categories-business-goal","resource_categories-topic-digital-marketing","resource_categories-business-goal-global-expansion","resource_categories-topic-international-marketing","resource_categories-role-marketer","document_categories-blog-post","document_categories-marketer"],"acf":{"article_word_count":"2725","article_read_time":"11","blog_short_description":"Discover the power of international branding and learn how to adapt your brand for global markets to boost authenticity and unlock new revenue opportunities.","news_inline_styles":"","blog_video_id":"","article_body":"<h2>What is International Branding?<\/h2>\n<p><span class=\"TextRun SCXW64808086 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW64808086 BCX0\">International branding is the process of increasing business growth by <\/span><span class=\"NormalTextRun SCXW64808086 BCX0\">establishing<\/span><span class=\"NormalTextRun SCXW64808086 BCX0\"> and building a brand identity within global markets. Businesses create their brand through advertising, media, website content, word-of-mouth, and interactions with products or services.<\/span><\/span><\/p>\n<p><span class=\"TextRun Highlight SCXW133093691 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW133093691 BCX0\">Global brand building involves defining your company\u2019s personality and shaping how you want customers and the public to perceive your organization. This process aims to create a clear image of your company and to influence how others view it. It is crucial to <\/span><span class=\"NormalTextRun SCXW133093691 BCX0\">determine<\/span><span class=\"NormalTextRun SCXW133093691 BCX0\"> how customers and the <\/span><span class=\"NormalTextRun AdvancedProofingIssueV2Themed SCXW133093691 BCX0\">general public<\/span><span class=\"NormalTextRun SCXW133093691 BCX0\"> perceive your organization.<\/span><\/span><\/p>\n<p><span data-contrast=\"none\">Branding takes time and effort, involving naming products, creating logos, and maintaining consistent messaging across the business. Finding a <a href=\"https:\/\/www.motionpoint.com\/blog\/website-translation-services-what-you-need-to-know-in-2025\/\">website translation service<\/a> that can take you international is crucial. Which brings out the question: is all that effort worth expanding to international markets? <\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:240,&quot;335559739&quot;:160,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">According to research, the answer is \u201cyes\u201d. Around 45% of medium-sized companies generate more than 50% of their revenue from international markets. Additionally, having a strong<\/span><a href=\"https:\/\/www.forbes.com\/sites\/gabrielshaoolian\/2018\/08\/10\/10-marketing-web-design-branding-statistics-to-help-you-prioritize-business-growth-initiatives\/?sh=2a114e5cd708\"><span data-contrast=\"none\"> brand<\/span><\/a><span data-contrast=\"none\"> can increase their revenue by up to 23%.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:240,&quot;335559739&quot;:160,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n\n    <script src=\"https:\/\/fast.wistia.com\/embed\/medias\/ebdg5muv9e.jsonp\" async><\/script>\n    <script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script>\n    <div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\">\n        <div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\">\n            <div class=\"wistia_embed wistia_async_ebdg5muv9e seo=false videoFoam=true\" style=\"height:100%;position:relative;width:100%\">\n                <div class=\"wistia_swatch\" style=\"height:100%;left:0;opacity:0;overflow:hidden;position:absolute;top:0;transition:opacity 200ms;width:100%;\">\n                    <img src=\"https:\/\/fast.wistia.com\/embed\/medias\/ebdg5muv9e\/swatch\" style=\"filter:blur(5px);height:100%;object-fit:contain;width:100%;\" alt=\"\" aria-hidden=\"true\" onload=\"this.parentNode.style.opacity=1;\" \/>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<h2>3 Key Benefits of International Branding<\/h2>\n<h3>Establishes New Revenue Streams<\/h3>\n<p><span class=\"TextRun Highlight SCXW188071718 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW188071718 BCX0\">Implementing global marketing efforts is <\/span><span class=\"NormalTextRun SCXW188071718 BCX0\">a simple way<\/span><span class=\"NormalTextRun SCXW188071718 BCX0\"> to create a new source of income compared to local alternatives. When you explore new markets, you are looking for chances to offer <\/span><span class=\"NormalTextRun SCXW188071718 BCX0\">different products<\/span><span class=\"NormalTextRun SCXW188071718 BCX0\"> or services. <\/span><span class=\"NormalTextRun AdvancedProofingIssueV2Themed SCXW188071718 BCX0\">When you start selling in a new place, you have to change how you do business to fit that country&#8217;s ways.<\/span><\/span><\/p>\n<p><span class=\"TextRun Highlight SCXW232235293 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW232235293 BCX0\">Different countries may have different market needs, so the products and services <\/span><span class=\"NormalTextRun SCXW232235293 BCX0\">required<\/span><span class=\"NormalTextRun SCXW232235293 BCX0\"> may vary. Because of this, the methods of expansion associated with each market will also be different. Creating and using a global branding plan can help you make more money than just selling in your own country.<\/span><\/span><\/p>\n<h3>Solidifies Competitive Advantage<\/h3>\n<p><span class=\"TextRun Highlight SCXW194613543 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW194613543 BCX0\">International branding helps build and solidify your competitive advantage. Having competitive advantages allows a new company to enter the market and shake up the current top products. <\/span><span class=\"NormalTextRun SCXW194613543 BCX0\">New places<\/span><span class=\"NormalTextRun SCXW194613543 BCX0\"> to grow your business represent new opportunities. You may access technologies, labor pools, or industrial ecosystems that perfectly align with your organizational goals.<\/span><\/span><\/p>\n<p><span class=\"TextRun Highlight SCXW24912422 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW24912422 BCX0\">Global expansion, particularly into emerging markets, can give you a head start on your competition. If your competitors are not there, you can <\/span><span class=\"NormalTextRun SCXW24912422 BCX0\">establish<\/span><span class=\"NormalTextRun SCXW24912422 BCX0\"> your brand as the top choice. This builds a global brand, giving your business a good reputation and an advantage in the local market. Over time, the company\u2019s image and notoriety can continue to grow.<\/span><\/span><\/p>\n<h3>Enhances Brand Awareness and Authenticity<\/h3>\n<p><span data-contrast=\"none\">When you prioritize international branding, your brand becomes more authentic. Good global brand management helps more people see and understand your brand and what you offer. In fact, 88% of consumers identify authenticity as crucial when deciding what brands they like and support.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">For example, a brand that expands globally might emphasize its original values and unique story, ensuring that these elements are consistent across all markets. Consistency creates an authentic perception. Consumers in various regions value the brand&#8217;s commitment to its origins and core values. By maintaining its original ethos while adapting to diverse cultures, a global brand can strengthen its authenticity, making it more appealing to a global audience.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h2>How to Build a Global Branding Strategy<\/h2>\n<h3 data-start=\"4263\" data-end=\"4313\"><strong data-start=\"4268\" data-end=\"4311\">Step 1: Solidify Your Goals &amp; Locations<\/strong><\/h3>\n<p data-start=\"4314\" data-end=\"4670\">Identify your business goals, including global branding strategy, to start every aspect of your business journey towards success. Before making any big moves, it\u2019s important to have a plan that outlines company goals and key performance indicators. The most commonly used KPIs include revenue growth, profit margins, and customer satisfaction measurements.<\/p>\n<p data-start=\"4672\" data-end=\"4768\">Here are some critical questions to answer thoroughly as you map out a global branding strategy:<\/p>\n<ul data-start=\"4770\" data-end=\"5003\">\n<li data-start=\"4770\" data-end=\"4837\">Are you experiencing sustainable success in your domestic market?<\/li>\n<li data-start=\"4838\" data-end=\"4908\">Is your brand image, vision, and identity well-defined domestically?<\/li>\n<li data-start=\"4909\" data-end=\"5003\">Where are you planning to expand? Why? What data do you have to back up your expansion plan?<\/li>\n<\/ul>\n<h3 data-start=\"5005\" data-end=\"5052\"><strong data-start=\"5010\" data-end=\"5050\">Step 2: Determine the Entry Strategy<\/strong><\/h3>\n<p data-start=\"5053\" data-end=\"5352\">First, choose the market you want to enter and your goals. Then, create a strong plan for expanding your business globally. There are four main international strategies that businesses typically follow. The branding strategy you choose depends on your business model, goals, budget, and limitations.<\/p>\n<h4><strong>International Strategy<\/strong><\/h4>\n<p><span data-contrast=\"none\">An <\/span><a href=\"https:\/\/www.motionpoint.com\/blog\/creating-an-international-strategy-to-bridge-global-markets\/\"><span data-contrast=\"none\">international strategy<\/span><\/a><span data-contrast=\"none\">, also called an export strategy, focuses on exporting products and services to foreign markets while maintaining a single production headquarters. Multinational companies make products in their home country and send them to customers worldwide, without focusing on local needs.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Subsidiaries act as local channels that sell the products to the end-consumer. Large wine producers from countries such as France and Italy are great examples of international companies. When wine brands sell outside of their home country, the branding, products, and pricing stay the same.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h4><strong>Global Strategy<\/strong><\/h4>\n<p><span class=\"TextRun SCXW121092154 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW121092154 BCX0\">International businesses sell the same product everywhere and try to save money by being efficient. A global strategy entails being highly centralized, and subsidiaries are often dependent on headquarters. Their <\/span><span class=\"NormalTextRun SCXW121092154 BCX0\">main role<\/span><span class=\"NormalTextRun SCXW121092154 BCX0\"> is to implement the parent company\u2019s decisions and to act as pipelines of products and strategies.<\/span><\/span><\/p>\n<p><span class=\"TextRun Highlight SCXW144581789 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW144581789 BCX0\">Global strategies have lower local responsiveness, but they prioritize global integration. Pharmaceutical companies, such as Pfizer, <\/span><span class=\"NormalTextRun SCXW144581789 BCX0\">operate<\/span><span class=\"NormalTextRun SCXW144581789 BCX0\"> worldwide. They may make slight adjustments to their products to <\/span><span class=\"NormalTextRun SCXW144581789 BCX0\">comply with<\/span><span class=\"NormalTextRun SCXW144581789 BCX0\"> various country regulations. <\/span><span class=\"NormalTextRun AdvancedProofingIssueV2Themed SCXW144581789 BCX0\">However, all of these products still belong to the same brand.<\/span><\/span><\/p>\n<h4><strong>Multidomestic Strategy<\/strong><\/h4>\n<p>A business utilizes a <a href=\"https:\/\/www.motionpoint.com\/blog\/building-a-multidomestic-strategy-that-resonates-with-global-customers\/\">multidomestic strategy<\/a> when it uses entirely different sales, marketing, and product strategies based on the specific countries in which it is operating. Rather than one global brand, there are many smaller, country-specific brands tailored to local tastes and local customers. Companies with multidomestic strategies prioritize local responsiveness, adapting their product offerings and brand to local preferences. This requires a higher amount of brand localization as well as more authenticity and appeal to the local market.<\/p>\n<h4><strong>Transnational Strategy<\/strong><\/h4>\n<p><span data-contrast=\"none\">Businesses that utilize <\/span><a href=\"https:\/\/www.motionpoint.com\/blog\/developing-a-transnational-strategy-to-increase-global-reach\/\"><span data-contrast=\"none\">transnational strategy<\/span><\/a><span data-contrast=\"none\"> operate with a central office in one country, coordinating local subsidiaries within international markets. This strategy combines the best of centralized decision-making while still allowing for scale in varied markets.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Companies such as McDonald\u2019s, Nike, and Coca-Cola use the transnational model. Famous global brands sell similar products worldwide. They also create special products for local customers. This is done to meet their preferences and cultural needs.<\/span><\/p>\n<h3>Step 3: Localize and Launch<\/h3>\n<p><span data-contrast=\"none\">Once you know your goals, the markets you plan to enter and your entry strategy, localize your content and brand to meet the demands of that strategy and begin building your international brand. First, develop your brand voice, identity, promise, values, targeting, and positioning in your local market to ensure success.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.motionpoint.com\/blog\/building-an-authentic-and-effective-brand-localization-strategy\/\"><span data-contrast=\"none\">Brand localization<\/span><\/a><span data-contrast=\"none\"> is the process of adapting a brand to appeal to a foreign market, including a comprehensive plan to address the target market\u2019s language and cultural nuances. It adapts your brand to meet demand, including services\/products, platforms, and marketing messages.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Brand localization serves as an essential piece of the international branding puzzle but can\u2019t stand alone. To fully bridge global markets, and take full advantage of the benefits international branding provides, your company needs to follow each of these steps.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2>Examples of Successful Global Brand Strategies<\/h2>\n<h3 data-start=\"1680\" data-end=\"2250\"><strong data-start=\"1680\" data-end=\"1712\">Transnational Strategy: Nike<\/strong><\/h3>\n<p data-start=\"1680\" data-end=\"2250\">Nike is a prime example of a brand that has successfully leveraged a<strong data-start=\"1784\" data-end=\"1810\"> transnational strategy<\/strong> to build its global brand presence. With a strategy that combines global consistency with local adaptability, Nike&#8217;s approach to international branding highlights the importance of tailoring brand messages while maintaining a unified global identity. Their <a href=\"https:\/\/worldbrandaffairs.com\/how-nikes-just-do-it-campaign-became-a-global-phenomenon\/\">&#8220;Just Do It&#8221; campaign<\/a>, which resonates with consumers worldwide, is an example of a message that speaks universally but is adapted to different markets to connect more authentically.<\/p>\n<p data-start=\"2252\" data-end=\"2597\">Nike has expanded into diverse markets by staying true to its core values of empowerment, performance, and innovation while adapting to local cultures. For example, Nike collaborates with regional athletes and sports events, such as cricket partnerships in India and soccer in Latin America, to strengthen its appeal across different audiences.<\/p>\n<p data-start=\"2599\" data-end=\"2728\">This adaptability combined with a solid global brand image allows Nike to maintain a dominant position in the global marketplace.<\/p>\n<h3>Multidomestic Strategy: Unilever<\/h3>\n<p><span data-contrast=\"none\">Unilever is a British multinational consumer goods company that produces food, cleaning agents, beauty products, and personal care items, and sells them in 190 countries. The company needs to be close to local markets for its 400+ consumer goods brands. Local managers handle operations and manufacturing in each country, and the company is divided by product type.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Some of Unilever\u2019s most recognizable brands include Axe, Dove, Ben &amp; Jerry\u2019s, Knorr, and Hellman\u2019s. Their international branding strategy yielded a network of local brands that focus on the products that sell best in that particular sphere, such as Marmite in Australia versus mayonnaise in the United States.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h3>International Strategy: Harley-Davidson<\/h3>\n<p>Harley-Davidson takes a different approach to international branding. They have been producing motorcycles in the U.S. since 1903, and started exporting bikes soon after the founding of the company. Harley-Davidson competes in various country markets using an export strategy.<\/p>\n<p>When Harley-Davidson sells motorcycles abroad, they don\u2019t need to lower prices or adapt the bike to local motorcycle standards. The \u201cMade in the USA\u201d guarantee has been Harley-Davidson\u2019s unique feature and a means of differentiation from its competitors. In 2021, almost 1,500 suppliers exported around 194,260 motorcycles \u00a0to Canada, Europe, Asia, and Latin America. Most of Harley-Davidson\u2019s bikes go to India, Vietnam and Lithuania.<\/p>\n<h3 data-start=\"3595\" data-end=\"3983\"><strong data-start=\"3595\" data-end=\"3623\">Global Strategy: Spotify<\/strong><\/h3>\n<p data-start=\"3595\" data-end=\"3983\">Spotify has built a strong international brand by <a href=\"https:\/\/globalmarketingprofessor.com\/spotifys-journey-to-global-success\/\">employing a global strategy<\/a>, focusing on delivering the same product worldwide with minimal customization. The music streaming service offers its users access to music from all over the globe, ensuring that local preferences are met with localized playlists and music recommendations based on user data.<\/p>\n<p data-start=\"3985\" data-end=\"4207\">By ensuring consistency across borders, Spotify allows users worldwide to have a seamless, personalized experience while still adhering to their global brand identity of being a versatile and user-friendly music platform.<\/p>\n<h2>Need Help Expanding Your Brand Internationally?<\/h2>\n<p data-start=\"5727\" data-end=\"6096\">Building a global brand strategy is a multi-faceted process that involves selecting the right approach, understanding local cultures, and ensuring your brand message resonates across diverse markets. By looking at successful examples like Unilever, Harley-Davidson, Nike, Airbnb, and Spotify, you can better understand how to adapt your brand for international growth.<\/p>\n<p data-start=\"6098\" data-end=\"6428\">Whether you&#8217;re considering entering new markets or refining your existing international branding efforts, it\u2019s important to have a well-defined strategy. <a href=\"https:\/\/www.motionpoint.com\/adaptive-translation\/\">Localization<\/a> plays a key role in aligning your messaging, products, and services with the preferences of international consumers, making your brand more authentic and engaging.<\/p>\n<p data-start=\"6430\" data-end=\"6515\">Let us help you navigate the complexities of global brand building. <a href=\"https:\/\/www.motionpoint.com\/translation\/\">Contact us today<\/a>!<\/p>\n","article_body_code":"","news_image":{"ID":245515,"id":245515,"title":"blog-hero-international-branding","filename":"blog-hero-international-branding.jpg","filesize":220919,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/blog-hero-international-branding.jpg","link":"https:\/\/www.motionpoint.com\/blog\/international-branding\/blog-hero-international-branding\/","alt":"","author":"2","description":"","caption":"","name":"blog-hero-international-branding","status":"inherit","uploaded_to":245513,"date":"2022-10-17 17:32:37","modified":"2022-10-17 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