This week in international marketing: Cultural Differences in Branding | Succeed in Japanese Market | International Expansion for Small Businesses | Website Optimization

by Julia Litvin

1. Why Cultural Indifference Will Hurt Your Global Branding 

When you are taking a brand abroad and start marketing globally, it would be wise to check whether your company name, logo, tag line, and marketing messaging mean something different in the regions into which you are expanding. Cultural differences in branding and marketing will impact your bottom line.

So how do you ensure global brand consistency throughout all markets while adapting to the unique requirements of each? How do you “think global, act local”?

Source: Why Cultural Indifference Will Hurt Your Global Branding

2. Taming the Giant: How to Succeed in Japan?

Foreign companies entering the Japanese market may assume that leveraging their existing business model and brand identity would be enough to succeed. The world’s third-largest economy with a GDP equivalent of that of India and Brazil combined is an enticing place to expand your business. But beware of prepackaged recipes if you truly want to succeed and instead focus specifically on Japan.

Source: Taming the Giant: How to Succeed in Japan?

3. What startups and small businesses need to know about international expansion 

Your business becomes more defensible and, eventually, it drives shareholder value. At the same time, international expansion requires a lot of resources and significantly reduces your company’s agility – speed and momentum are key for any startup or small company, especially before profitability.

International expansion adds complexity to every part of an organisation, which slows things down. Done in the wrong way, at the wrong time, and without sufficient resources, going global might not just slow your company down – it could break it.

So, how do you get it right? Firstly, ask yourself a few key questions: why do you need to expand? When and at what pace should you do it? How will you manage the expansion and operate as a multi-market company? Are there strategic reasons beyond just growth that come into play when answering these questions?

Source: What startups and small businesses need to know about international expansion

4. International SEO: How to Optimize Your Website for Other Countries 

If your website is focused on a global audience, you've probably spent some time thinking about the best ways to organize and optimize your site for different countries.

There are several important decisions you need to make when bringing your content to an international audience. Determining which domain structure you need is key, but there are a few best practices to keep in mind when using one - especially if your content is published in a different language.

From this article your will learn domain structure options, how Google interprets these structures, and meet some original research and tips on making the best use of international SEO.

Source: International SEO: How to Optimize Your Website for Other Countries

This was our 'best of the week'. Next week we will continue to provide you with the interesting and current news on digital globalization, culture, language, localization and international digital marketing.

Stay tuned.

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