Local brands, global brands

Date of publication: June 15, 1998

Company: SORGEM IMR

Abstract:

Recently there has been a great deal of discussion concerning the opposition between local brands associated with specific cultures and global brands destroyers of differences coming to dominate the world. This paper wishes to demonstrate that behind global brands are hidden the most cultural and emotional brands which exist. These brands have achieved their success by respecting all the cultural dimensions. If they continue to be operate effectively it is because of their anchorage in a very cultural existence. Giving an international dimension to a brand certainly means giving it a very clear identity which will make it well-known throughout the world and it also means making the brand itself very accessible so that it touches people emotionally.

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