Much of the debate about global branding has centered on the question of whether global brands should attempt to speak with one voice around the world or adapt to local cultures. A popular strategy for many larger brands has been to globalize logos, brand names, and trademarks, while introducing product variations at the local level.

Take McDonald’s, as an example. Consumers worldwide visit McDonald’s because they know and love the Golden Arches and Ronald McDonald. And, although McDonald’s is one of the most recognized brand names in the world, it still localizes its menus and service styles according to appeal to the taste buds and dining preferences of people in a particular market.

Read the current issue of our publication, Global Communicator, for a look at some of the ways McDonald’s has localized its menu to a region’s cultural preferences and taste in South Korea, Italy, and more.

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