Which of the following is a key trade-off in global branding?

A) Whether to standardize or localise brand messages
B) How many markets is too many?
C) Whether selling abroad will lead to a backlash at home
D) None of these

Global Branding

The process of developing and conveying a consistent brand image and identity across different countries and cultures to achieve worldwide recognition.

Standardize

The process of making something conform to a standard in order to ensure consistency and compatibility.

Localise

To adapt a product, message, or strategy to meet the cultural, linguistic, and consumption preferences of a specific geographic region or community.