At what point do company adaptation strategies become so extreme that they essentially operate as a separate company in a different country? Is this an issue of international regulation? How much freedom do companies tend to give their local teams?
More than merely translation material into a target language, marketing localization consists of adapting your approach to the local culture. This includes website translation, currency conversion, and relationship building with local banks or distributors. Even product adaptation—making changes to the products you sell—can be part of a broader localization strategy.
Machine learning models are increasingly used to adapt material to local cultures. Translation, especially, lends itself to machine learning solutions.
Brand repositioning refers to the process of changing the associations that people have with a brand.
More than a superficial change like a logo redesign, a repositioning strategy represents a radical change in a company’s marketing and identity. Rarely do companies reposition themselves without great need.
Brand affiliation measures people’s identification with a certain brand. More than recognizing a brand or liking their products, affiliation refers to a personal connection, where customers feel like the brand represents them.
Brand awareness is the degree to which a customer is able to recall and recognize your brand. Brand awareness is critical for promotion and marketing, especially for a young company. High brand awareness can result in a company becoming very popular or "trending."