Local locations of global brands: application Burger King

Along with the changing world, brands are making great progress and becoming global. At the same time, fast food culture devoloping in the world is becoming increasingly important. Rapid growth in the fast food sector has led to the proliferation of brands in this area an to the competition in the market. Markets have göne to localization policies in order to be able to hold on to the market they are entering. Markets are exploring the market in wide range of areas, such as local cultures, traditions and customs, demographic structure of the country. In this study, the localization strategies applied byy the Burger King brand, which has a wide consumer base in Turkey, the introduction and devolopment process of the country, the public relations that it applies and social responsibility studies are mentioned. The purpose of this study is to see localization strategies applied by global brands to hold in different markets and to show how Burger King, a global brand, pursues strategies in terms of localization in Turkey.