Why are some local brands more successful than any other brand?

Date of publication: June 15, 1998


Branding is an inevitable reality of marketing personnel and increasingly more brands are created to be viable in an international context. When crossing borders a question remains: whether to promote international image or to act local. The current paper discusses the issues of country preference and suggests a model to assist a decision making of which branding strategy to choose depending on the product category under the brand.

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