Reference no: EM132905945

Question:Evaluate whether adapting to local preferences is the best way to build a global brand.

Read the information below before answer the question:

The challenge for many brands is finding the right balance between maintaining global standards of quality and presentation, while still retaining the flexibility to adapt to local preferences. Finding this balance will be especially important for many global brands.

For some products, the objective may be to educate the consumer and the world into 5 wanting and expecting the same product, so the very best smartphones will look the same in India as they do in Iceland. However, when it comes to food every home has a preference.

Häagen-Dazs started as a simple ice-cream delivery business in New York in 1961 with only three flavours, chocolate, vanilla and coffee. Since then it has become a global 10 brand, working with many distinct local markets and introducing new flavours and innovative ways of connecting the product with the consumer.

For example, green tea ice-cream, which in US and European markets is still a niche product, is consistently among its most popular flavours in Asian markets.

In Singapore and Malaysia, on account of the climate, there has always been strong 15 demand for lighter flavours and refreshing sorbets and Häagen-Daz's product mixreflects this.