The myth of the invincible global brand

Date of publication: May 13, 2008

Catalogue: Latin America 2008

Abstract:

Companies face a strong imperative to take their brands global. Confronted by shareholders demanding continually increasing returns, managers often look for growth in new markets abroad when their brand shares have leveled off at home. Consequently, very few global brands developed with a global audience in mind. They ventured into foreign markets with a long history of success at home, but not necessarily with the tools needed to replicate that success elsewhere. Few brand positionings have the potential to stretch without adaptation across different cultures. People's needs, values and desires still differ dramatically from one country to the next. This presentation will feature proprietary research conducted in eight countries Brazil, Russia, India, China, Mexico, UK, the U.S.A and Germany and will examine what drives loyalty to global and local brands.

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