There are cases in which the corporate image varies depending on the country in which it settles. This may be a structural differentiation about the company, or it can affect the marketed product. A significant example is the Unilever launches on the international markets to the same product but with different trademarks from country to country. In Italy, for example, the well-known brand of ice cream is Algid, the equivalent of the French named Miko, the Spanish version is Fridge, while the American one is Wall’s, and so forth. This denomination diversity for the same product resides in the organizational structure of the multinational Unilever that, gradually have bought out the various local companies of ice cream in different countries, while continuing to use their original names, but by standardizing the range of marketed ice cream at a global level. Is this a case of “localization”, in which within a global production, is maintained the local differentiation, in order to let have the consumer an immediate identification of the brand.
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