Abstract:

This whole topic of the approach to researching advertising for an international brand is too complicated to do more than hint at the framework within which it is necessary to work. I hope that some of the more salient points will come alive by looking at visual examples. Just as there are many occasions when an international approach should not be attempted, the main situation which will lead to building an international brand is a strong centralised organisation rather than many separate points responsible for advertising and marketing policy. Such an organisation will constantly build standards for research, based upon the best local talent and continually checking that the commercial objectives are being met so that the brand does not become rigid.