Explore how these companies have achieved marketing success around the globe.
1. ASOS
ASOS is one of the brands that had a soaring international success in 2014. The company invested more than £20m in international marketing. A large part of their success is due to local teams managing their sites and social media profiles. ASOS CEO, Nick Robertson, says “We are already seeing the benefits of this investment across all territories with increased customer awareness... we have reached the milestone of six million active customers worldwide”.
2. McDonald's
One does not simply ignore Mcdonald's when it comes to international business expansion and marketing. The company was ranked as the 6th most important brand in the world and is one of the most visited restaurants. Their marketing success is due to strong brand consistency and recognition of local tastes. Mcdonald's also has over 110 localized country-specific websites.
3. AirBnB
AirBnB revolutionized the way people find accommodation when traveling, it also made it really easy for people to host guests. By heart, the company offers a very user-friendly process and has a beautiful website that showcases a warm and trustworthy personality. AirBnB is available in over 190 countries and its website is localized in 21 languages. In 2014, over 50% of all guests stayed in Europe and all European countries experienced a triple-digit growth rate.
4. Innocent drinks
Innocent conquered Europe this year becoming the no. 1 smoothie on the continent. As of 2014, the company is operating in 15 countries. The company also topped the 100 Social Brands by being very engaged, funny, natural, and honest with its audience. Innocent managed to keep a consistent brand and tone of voice across all mediums. International expansion sometimes can be a challenge, but it is marketers’ job to make sure the brand’s voice is interpreted the same way across the globe.
What other brands that've succeeded internationally would you add to the list?
