On a recent business trip to China, I was the proverbial stranger in a strange land. I have never studied Chinese and was too busy before my travels to spend a few minutes with a Berlitz phrasebook or with some Pimsleur language CDs. But with all of the unintelligible characters that surrounded me, I could reliably find my way to places to replenish calories through the ubiquitous KFC, McDonald’s, and Starbucks logos.
Except for the Starbucks, all the U.S. chains were crowded with Chinese, not just Americans and Europeans. I quickly discovered some local and Asian brands like Kung Fu, RBT, and Beard Papa’s; I became quite adept at spotting local fast-food franchises through logo and color palette.
I’m not alone in being lured to brands. Last year we conducted a survey of consumers in eight non-Anglophone countries, netting more than 2,400 responses. We focused the survey on their acceptance of buying a variety of goods and services online in English vs. in their own language. But we also asked them to look beyond language issues to bigger marketing concerns such as brand.
Nearly 61% of respondents agreed that “I would purchase a global brand with a good reputation without product information in my own language in preference to a little-known brand that does provide product information in my language.” Even among respondents who had no ability in English or just minimal knowledge of the language, 60% felt that a well-known, well-regarded global brand that provides no information in the local language carries more weight than a lesser-known brand that does have information in their language. Interestingly, in our statistical analysis of the data we found those who were on the no- or low-English side of the equation were 1.4 times more likely to be seduced by the glitter of a global brand than those who could deal with English. In other words, the golden arches, swoosh, colonel, and mermaid had enough brand equity associated with them to attract the people who couldn’t read the specifics.
We considered their answers in the context of two other findings from our survey: 1) All other things being equal, they preferred the local-language variant of two similar products; and 2) most people would pay more for a product documented in their language. We conclude that our international consumers value a global brand over language, and they see local language as more important than price.
For companies such as Apple, McDonald’s, Nokia, Sony, and Toyota – all replete with global brands and the wherewithal to keep investing in them – this is good news. Brand can provide cover for a certain amount of nonexistent or laissez-faire translation and adaptation of products to local markets. In a category or market with little or no competition, a global brand can carry a product with minimal local content, even more so if that product can be used without opening an instruction manual or calling customer support.
The preeminence of brand constitutes decidedly bad news, however, for any company with a lesser-known mark that is trying to market to international audiences. Without the power of a globally recognized name, companies just starting out on their international journeys will have a tougher sell establishing their value proposition. The lesson: Language looks like a better way to counter that disadvantage than cutting the price.
Donald A. DePalma, Ph.D., is the founder/chief research officer of Common Sense Advisory, based in Lowell, MA, and author of “Business Without Borders: A Strategic Guide to Global Marketing.”
Other articles by Donald A. DePalma:
Five Global Considerations Every Marketer Needs to Think About
When Machine Translation Comes Knocking
Global Naming “Gotchas” Trip Up Microsoft and General Motors
Can’t Read, Won’t Buy: Why Language Matters to Global Marketing
What Happens When Going Global Goes Bust?
Knowing When It’s Time to Take Your Brand Abroad
Global Marketing: Money + Web + Local Experience = Success
Global Marketing: Triage and Nuance
Global Marketing: Toe Dippers, Stubbed Toes, and Second Bouncers
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