This podcast describes how standardized global advertising means using the same marketing or global branding strategy across the globe. For example, whether you're in Munich, Paris, Moscow or St. Paul, Minnesota, the Coca-Cola formula has to taste the same. We also discussed how Coca-Cola beverages look, feel and taste the same all over the world. But the company managed to offer the same product internationally - a global brand - while marketing global advertising in a way that customized the experience in a way that resonated with customers in each country and region. Coca-Cola uses similar positioning and marketing in all countries and modifies its products to suit local tastes, combining globalization with localization. For example, Coca-Cola developed the beverage Sokenbicha Blend Tea specifically for the Japanese market. The partnership with POP MART in China, etc...

Creators: Ao Sun, Shuwen Xiao, Jingci Liang