Establishing a product range - you may already have heard of the 'world car range' being developed by both Ford and General Motors. Others may well do the same. They are aiming for cohesion, so packaging becomes identical regardless of location. Icons, logos etc are used universally, though after careful research that they do not offend any particular culture. Customer communication is carefully evolved to present similar messages.
Firms recognise their social and ethical responsibilities and let consumers know how they meet.
So, we have briefly looked at how the brands that command the High Streets of the world are marketed. With ever increasing consumer awareness and a growing desire to illustrate certain buying patterns the need to be global is a major force of change on many enterprises.