Should a brand have different logos or identities for different cultures?

Actually the branding is nothing but highlighting the product itself. but when the branding is changed according to the local flavor then the company might be diluting the essence of the USP.

Different logos create chaos and may impact the sale of that particular product. One of the perfect example in my opinion is COLGATE, from my childhood I am listening this name, still the household ladies visit a shop to purchase a tooth paste she always ask for COLGATE, that's different that the shopkeeper insist her to sell other tooth paste brand.

I think the LOGO as said by SHAJU is for corporate and not for brand name/location. LOGO in my opinion depict the Identity of the corporate house and identity does not change as the name of the individuals do not change, still exceptions are always there.

Logo is required for a corporate and not for a brand name/location.. how can a company operating from multiple locations have different logos according to local culture? Imagine pepsi or hsbc coming with different logo for each country?? they will surely lose identity..

Mr. Wohra,

What I mean is simple! Do not radically undergo changes if you are planning to sell the rpoduct globally. Cultures should not be the decisive factor but its the emotional success that your brand gets automatically because of the attributes it supports! That alone should be the strength for a marketing strategy. It can differ with emotions but identity should be maintained! Look at how people are travelling today. We are moving global markets and we are getting the best possible talents from abroad. So does Vodafone need to change its colour because RED means danger?? It has simply maintained its attributes and then used the most successful Zoozoo campaign to woo more consumers!

Zoozoo are a hit because they arepeople enacting inside the costumes! The emotion of making you laugh, smile or even admire will be the strength the brand will gain!

Mr. Mehta,

We are not talking about a TEENY channel like MTV that is watched only for its songs alone and some reality content like Roadies, Splitsvilla etc. Here the universe is bigger. The question has a lot of credibility. You have scores of TVC's that are dubbed in different languages, why? Its just so that the EXACT communication is understood!

Anyway, the real reason is not to slug here but to maintain the fact that LOGO or IDENTITY is a feature that a brand has to CONNECT with its TG. Changing that with the seasons will only dampen the spirite of the consumers as the emotion that the consumer has attached to the LOGO or its IDENTITY gets confused!! That is not a good sign for a healthy brand!!

It has to maintain its connection and the emotional attachement for the CONSUMPTION to be intact!

Logos is just one thing. We need to keep a consistent feel of the brand, so that it may be identifiled without any problem, anywhere across the globe, any point of time. The brand would have an essence of its own, keeping in mind the colour, fonts, pnemonic etc, based on the philosophy of the brand and the culture it primarily belongs to.

Only in extreme cases, like an aquisition or merger or buyout or sellout of a brand , a brand transition may be necessary depending on the new owner,and what the corporate entity wants to communicate to its audience.

A consistant brand feel is necessary to carry the central essence of the brand. 

for any brand it is not the only logo's or identities that is required.instead, how it is taken / understood by customer is more important and it is irrevelent how it is presented in different locations.

Firstly, the logo is used by the companies only for raising the image or recognition of the comapny name. It is not used neither for product nor for culture. Therefore consumer get aware of the brand name and buy the product closing their eyes. Suppose, if a customer notices the Coca cola's logo or Cadbury's logo on any unknown product, he or she will trust this as much as the product that he /she has bought it previolusly. But this expectation may not be the same if different logo is used because this logo may not be known by consumer.Secondly, company expends a lot of money to throw this logo to every corner of the world. So making logo for different culture and to get recognition by every consumer for many logos is too much expensive.

No, logos should be reamin same. they way of looking can be different for different cultures.

Hi Nitin. This is the reason I'm again calling TOPIC creator to clear this. Marketing strategy for any product, or services has to diffrent. It can not same, but we are NOT talking about marketing of the product, its about VISUAL IDENTITY of the company. (This is I'm saying, topic is NOT filtered to any level).

I request all of the participants here, kindly filter this out.

1. Are we talking about a VISUAL BRAND IDENTITY ?
2. Are we talking about SUB-BRAND/PRODUCT of the particular BRAND?
3. Are we talking about Rational part or Physical part?

Let us all clear & than discuss it on filtered level.

I'm looking forward for support from all.

Hi Nitin. This is the reason I'm again calling TOPIC creator to clear this. Marketing strategy for any product, or services has to diffrent. It can not same, but we are NOT talking about marketing of the product, its about VISUAL IDENTITY of the company. (This is I'm saying, topic is NOT filtered to any level).

I request all of the participants here, kindly filter this out.

1. Are we talking about a VISUAL BRAND IDENTITY ?
2. Are we talking about SUB-BRAND/PRODUCT of the particular BRAND?
3. Are we talking about Rational part or Physical part?

Let us all clear & than discuss it on filtered level.

I'm looking forward for support from all.

bhavesh when Mtv has change its logo? just by changing its colour and graphics does not mean that the logo has been changed...

A logo is a identification mark of a brand so it does not deals with any culture or cultural difference untill it have a resembelence with some bad cultural message,as a example- there were a big rumor that coca-cola logo written in coke's bottle seems to have a impression like some coments for Allaah in Arabia when we see in opposite direction, well this was just a case but universaly in the time of globalisation it feels like a big joke to have different logo for different culture, we have recentely seen so many new brands like wolksvagaon and others with their own logo and we have accepted it.

A logo is a identification mark of a brand so it does not deals with any culture or cultural difference untill it have a resembelence with some bad cultural message,as a example- there were a beg rumor that coca-cola logo written in coke's bottle seems to have a impression like some coments for Allaah in Arabia.

Certainly not different logos.... same logo - and identity - but should be localised to the culture - if it is a cosumer product. If it is an enterprise product - then the logo and / or identity should be the same... tagline should be the same... but the ad/PR/Mktg message can be localised....

Definitely Not! the logo is an identity of the company/brand. if the identity keeps changing, the customer loyalty and trust is also hampered. at the same time, there could be a confusion on a global scale about the brand's global identity. in todays time when everyone wants to go global, keeping a brand limited to a local audience would just not increase the brand equity on a global scale and it will also not get its worth. e.g. If Microsoft had different identity all over, the pull which its getting right now would not have been possible for a simple reason that Microsoft USA would not be recognised by Indian market as Microsoft India. which will definitely make Microsoft's Brand awareness and brand building excersise much more active and expensive.

Marketing Expenses will not be just 1% - 2%, it will be much higher and the profits would decrease. also, sharing of global credentials would be difficult and confusing.

But yes i do support of different products of the company should be branded separately and should be made independent. this would ensure a good product portfolio for the company as well if one product does not do very well than the global image of the company doesnt go down as it also has other successful products in its kitty.

But thats just Me !!!

Hi Bhavesh,

I agree with you but partially as even Google doesnot change there "corporate identity" it remains the same but they only play around with there logo on there site ocassionally to break the monotony but other then there site its not used anywhere or on any other communication channel. And as you suggested it also depend on the nature of business but most of them will steer away from the idea of "localisation" of logos.

Hi Meena, Here I'm little confused. This more about "Visual". Lets talk a Example to understand more about your Q.

A Beauty soap "Lux"

- How you want to present LUX in Maharastra & same for in Karnataka?
- Are you talking about change a whole packaging design & the way "Lux" logo is for MH?
- Do you want to use a Local language for ingredients, address, & all other text on the package?
- Do you want to have a Tv/Print Ad using Local culture e.g. dress of actors, looks of actors,overall background?

OR

You are talking about "UNILEVER" should look different in Maharastra (Or in India it should have diffrent Identity than Africa/USA (Any country), if you take UNILEVER as case study, recently they uniformed themselves as "UNILEVER" (India it was "HINDUSTAN LEVER LTD."). They spend very big amount to create new "Unilever" identity.

OR

"Unilever" should called "Hindustan Lever Ltd." as before? (Your wording says - BRAND NAMES)

To discuss your Topic, we need to filter this at some level.

A brand should be known by it's logo and other company identity. Consider if Apple logo has us flag print in us and indian in india? Isn't it'll be funny. A little variation with associated elements like papers, banners and advertisement is required as branding events or efforts should be at reagional level but idenity must remain same to carry forward the legacy.

We are talking about LOGO right ???

Then I think the company shouldn't have different LOGOS for different countries.  Same should remain for the whole world We are creating an identity that can be recognized by individuals. If an individual is traveling abroad he will be looking for the LOGO than name to recognize his brand...Are we ready to lose loyal customer because of this change in LOGO ??

To me, brand loses its identity if it has multiple logos or so. And who the hell shall remember different logos travelling different countries or localities ?

Multiple identities is like having split personalities. At the end of it all, no one likes split personalities. One identity is what is required. You can ofcourse use advertising to portray / project it in different perspectives depending on local flavour.  

I beg to differ with Mr.Jayant.The world is almost thinking alike,thanks to globalisation.Universal branding is the key to brandiong in a globalised economy.If a brand caters to all cultures......then we can call it a universal brand.

A brand not unified and consistent in its message wastes resources & creates confusion.As the world gets smaller (internet,satellite,tv,travel),brands must conform to one global identity.This consistency helps clients,media & potential employees easily identify the brand.The spillover of positioning & promoting a global identity ensures the best use of resources.