Global branding and segmentation: Everything old is new again

Date of publication: September 1, 1989


This paper discusses the experiences of a major multi-national country with global branding, in general, and the market research aspects, in particular. It focuses on specific research programs developed to address global marketing issues relevant to existing brands as well as those directed toward the creation and development of new global brands. Specific brand examples for both types of programs and a newly implemented action program are detailed within.

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