Balancing Global Standardization and Local Differentiation in Multinational Advertising — A Comparative Analysis of Global Advertising Strategies in the Restaurant Sector

Abstract

The study focuses on the tightrope act that global restaurant chains like McDonalds, KFC and Starbucks perform to balance between the brand image and local meaning in their advertising. Comparing advertising in different countries, it is analyzed how advertising deals with the challenge of being at the same time a part of a global entity and appealing to a local taste. Based on case study and content analysis, the influence of culture, customer and competition on advertising success is investigated. The results of the study confirm the need for flexibility and balancing between global and local markets in effective advertising. Finally, the study indicates the need for knowledge of cultural differences and a combination of global and local creativity in advertising. The study concludes with the fact that knowledge of cultural details will help the restaurant brands of global market to get connected and increase image in the market of different countries.