Greet, Wendy and Ute shamelessly talked with women about the content of their bag. So did their partners around the world, from Shanghai to Stockholm. Bags from 15 countries will tell the stories of their owners. Female insights based on one of the most intimate accessories in a woman's life: her handbag. An international perspective on a universal female bond (me and my bag) and cultural differences. Their learned that a handbag is not only full of secrets but also full of hidden needs. Getting curious?
Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and how to do this. Are global brands merely those that are distributed worldwide, or can 'globalness' itself be an element of a brand's equity?Based on extensive qualitative and quantitative research on how consumers around the world relate to global brands, this paper provides a typology of brands and decision criteria for choosing among various globalization versus localization strategies.
Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and how to do this. Are global brands merely those that are distributed worldwide, or can 'globalness' itself be an element of a brand's equity? Based on extensive qualitative and quantitative research on how consumers around the world relate to global brands, this paper provides a typology of brands and decision criteria for choosing among various globalization versus localization strategies.