Brand Standardization – Standardize or Adapt

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Branding has grown to attract both the customers and suppliers’ attention today, and almost everything is being branded. In today’s world, a customer has many options to choose from, and brand marketing can help him with it. Affiliation of a name and reputation to an item or a supply chain can be termed as branding. As the world has grown into a global village, it is the need of the hour that suppliers and companies treat the whole world as a market, meeting the needs of the bulk of the population worldwide.

Cultural Constraints!

It not only increases opportunities but also creates tremendous marketing challenges for the stakeholders. One of them is cultural constraints. Culture is a collection of uniform patterns of thinking and expression of a societal community. A culture depicts its members’ needs and priorities, so brand standardization deals with this marketing constraint to carry out an efficient strategy on how to build your brand. To meet the purpose, stakeholders, suppliers, and companies have to consider the need to recognize their products globally through brand standardization so that it doesn’t compromise the cultural needs of a particular community or group, keeping intact the brand’s uniqueness.

The 2 Marketing Strategies

Standardize or adapt? According to full service digital marketing agencies, two marketing strategies can be considered to address cultural and other marketing constraints, namely standardization or adaptation. Standardization marketing strategy deals with implementing the same marketing strategy worldwide, uniquely identifying itself among all the international markets. At the same time, the adaptation marketing strategy is a bit flexible and deals with adapting its marketing strategy according to the particular community or environment’s cultural needs.

Standardize or adapt strategies follow the international standards and urge to be recognized as a universally accepted approach in the marketing services community. Coca Cola, presenting a global cola taste worldwide, follows the standardization approach. Mobile phone companies such as Samsung and the fashion industry, especially clothing brands, can be examples of adaptation approaches. Many international food chains retain their taste and are considered brands due to their uniqueness following a pure standardization approach.

Mobile phone companies manufacturing phones for every class of society often adapt to the community, country, or the region they are dealing with. For instance, Nokia used to provide higher volumes for the Asian mobile phone users due to the streets’ noise and hustle-bustle. Similarly, clothing lines have to adapt to the community’s environment. They are going to launch their products. They have to take into account their unique standards and adapt to the cultural needs of the target community. It does not purely follow adaptation but also includes the standardization approach to an extent.

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They argue that global trade hindrances are getting lower and that innovative advances and firms are showing a worldwide direction in their technique is a popular one. As they think, making one methodology for the worldwide market and normalizing the promoting blend components can satisfy clients just as lowered costs. The principal premise of the various way of thinking is that when entering a foreign market, one must consider every single ecological factor and limitations, for example, language, atmosphere, race, occupations, training, taste, various laws, societies, and social orders.

Pros and Cons

Standardization and international uniformity ensure the same quality and product effectiveness worldwide utilizing reduced marketing and production costs, a single coherent international image, a faster and easy chain set up, and efficient monitoring of communication. On the contrary, it also poses some drawbacks such as loss of advertising effectiveness as the product is non-echoing to all the cultural norms across the world.

Moreover, there will be a risk of adverse reactions due to neglecting local cultural needs.

On the other hand, the adaptation strategy respects local expectations and requirements, making customers feel noticed and paving the way for an excellent local image of the brand addressing community’s cultural needs in particular. But the problem arises in understanding different cultures and environments and then implementing a variety of setups across the world. It increases production and marketing costs and poses a low speed of execution, as is time-taking. You can also check these other references on the standardize or adapt dilemma.


The importance of both standardize or adapt strategies cannot be denied as we have seen that the infrastructures following them are running very successfully across the world. The two methodologies seem, by all accounts, to be discerning, sensible, and intelligent, featuring the points of interest and advantages that a worldwide organization could pick up by utilizing either approach. However, when global organizations apply every one of their endeavors on the outrageous situation of either approach, they frequently become unfeasible and incomprehensible.

Showcasing for multinationals does not lie in both of these two inverse methodologies, as the standardize or adapt methodologies are probably going to exist together, even inside a similar organization, product offering, or brand. Numerous scientists concur that normalizing specific components of the promoting blend and adjusting others to various economic situations is essential. So, a mix of both ensuring lowered costs and maintaining excellence can prove to be the best choice!

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