Implications of changing influences on consumers for transnational brand management and communications

Date of publication: June 15, 1995

Company: Ogilvy


This paper opens with some observations on the changing world of consumers with a more detailed discussion of developments in international media and the likely effects on consumers around the world. Following a review of some of the key trends affecting consumers today, the final section offers a view on how to incorporate these changing influences in the development of strategy and the management of brands and communications across country borders.

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