How global are global brands?
Abstract:
Based on a survey of 210 pan-European brand managers, this paper presents an empirical assessment of the state of the art in so-called "global branding. Among the main conclusions, it is shown that the "global brand is a myth: some facets of such brands are standardized but not all. In addition, a brand strength index is computed. The strongest brands are not those that globalize all the facets of brand management, but those that make country-by-country or zone-by-zone fine-tuning possible. The stage of development towards standardization also differs widely among product categories and brandsâ countries of origin.
Research Papers
Consumers' preference for retailer's brands
Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Catherine Lewi, Jean-Nöel Kapferer
June 15, 1996
Research Papers
Where East meets West
Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?
Authors: Jon D. Morris, Fei-Wen Pai
June 15, 1997
Research Papers
It may not be wrong, but is it right?
Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Ilan Lechter, Georgia Phillips
Company: Add+Impact International
October 24, 2004
