“Localized branding utilizes local themes, feelings, attitudes, and/or cultural norms to drive customer engagement and brand loyalty.  

Globalized branding strategies must connect through larger themes and core desires that resonate throughout humanity such as safety, happiness, love, quality, beautiful design, etc...  Being too specific risks alienating certain people and turning off potential customers therefore connecting on an intrinsic level yields greater success. Think Cokes Smile or Nike's Just Do It campaigns.

It takes a clear understanding of the cultural norms, languages, and people that the brand is trying to connect with.  

A brand must perform both a psychographic analysis and build out a customer profile of exactly what type of person the brand is trying to connect with and then identify how those traits are communicated throughout that culture. Once analyzed, a campaign can be developed to communicate the core message to the core demographic.”