Research International just released the results of a study on global branding. I found this excerpt very interesting:
Despite the growing need for localized positioning highlighted through the research, there are two groups of brands for which marketing that is too localized can be potentially damaging. These are either highly aspirational prestige brands (e.g. Chanel) or brands whose appeal is founded on a universal myth such as Nokia’s theme of connection, or Levi’s theme of independence.
This is a very good point. And I wonder if Mercedes will suffer long term when the word gets around that their “German-engineered” cards are built in Alabama.
Here’s the press release.