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How to run a global marketing campaign that meets local needs without damaging the brand

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Successful localisation can bring great rewards to a global campaign, taking a brand further, faster than ever before. But how do companies launching a new product or campaign for a global brand strike the right balance between understanding and responding to the needs of local markets and not damaging the brand globally? How can they achieve global consistency and local relevance in a new campaign or launch? Pitfalls abound, but it is possible. Global marketing campaigns can work despite the company's structure, balancing the needs of global and local, whatever the organisational model. Prioritising collaboration and implementation is fundamental to success.
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Keywords: digital localisation; global brand; global marketing; global marketing campaigns; global marketing implementation; global marketing organisation; localisation; programmatic advertising

Document Type: Research Article

Publication date: 01 March 2015

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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