This report examines Royal Mail's marketing strategies, focusing on brand development concepts such as brand recognition, identity, positioning, personality, and affinity. It analyses the use of adaptation and standardisation strategies within the marketing mix (Product, Price, Place, Promotion) in Royal Mail's global marketing strategy. The report highlights how Royal Mail leverages these concepts to attract customers, maintain a competitive edge, and expand its market share, considering both the advantages and disadvantages of adaptation and standardisation in different international markets like Australia, America, and Europe. The analysis provides insights into how Royal Mail aims to achieve long-term growth and customer satisfaction by aligning its strategies with customer demands and adapting to local market conditions.