Glocalization - A measure of global brands

Date of publication: March 20, 2011

Abstract:

Multicultural targeting is every global brand's dream. The market research firm Fresh Intelligence has developed a 'Glocalization Score' to measure values of global brands in six countries. An on-line survey with n=3000 respondents was held to identify leading country specific and brand-specific values. The 'Glocalization Score' model was developed to measure the correlation of brand values to country values. Strong significant correlation between Glocalization Score and Brand Strength illustrated that a brands' glocalization is critical for success, and glocalization efforts can be easily measured by research professionals.

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