SAP
SAP tightly controls its brand across individual international markets in examples of its global ad campaign below. The different ads use the same layout, font and photography styles while individualizing the message for each market. This is a great mix of strong, consistent global branding with culturally targeted messages for individual markets.
Germany
Focus
July 2002
AD COPY:
MIT EINEM GUTEN PORTAL
KANN MAN EINE MENGE BEWEGEN.
(ALLES, UM GENAU ZU SEIN.)
Translation:
WITH A GOOD PORTAL
ONE CAN MOVE A LARGE AMOUNT THROUGH
(EVERYTHING, IN ORDER TO BE EXACT.)
UK
The Economist
July 2002
AD COPY:
PROFITABILITY. NOW MORE
AFFORDABLE THAN EVER.
U.S.
Business Week
June 2002
AD COPY:
ORDERS ARE ON TIME. EVERYONE'S
IN THE LOOP. CUSTOMERS ARE HAPPY.
(AN ADAPTIVE SUPPLY CHAIN IS A BEAUTIFUL THING.)
U.S.
Business Week
February 2003
AD COPY:
YOUR CUSTOMERS EXPECT YOUR ENTIRE ENTERPRISE TO REVOLVE AROUND THEM. (SOUNDS LIKE A SOLID BUSINESS PLAN TO US.)