Abstract
Global brands have never quite delivered on their promise. This article focuses on why this may now be about to change. The author first addresses three basic issues: Why global brands matter more now than in the past; what distinguishes them from national brands; and the main building blocks for a global brand. He then moves on to some of the key problems which face managers of international brands today: The new Euro-zone, instability in emerging markets, the problem of diversion, and management of global relationships with advertising agents and market researchers. He concludes with a discussion of the issues involved in deciding whether brands should be taken global.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 1-14 |
| Number of pages | 14 |
| Journal | Business Strategy Review |
| Volume | 10 |
| Issue number | 1 |
| DOIs | |
| State | Published - Jan 1 1999 |
| Externally published | Yes |
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ASJC Scopus subject areas
- Business, Management and Accounting (miscellaneous)
- Economics, Econometrics and Finance (miscellaneous)
Cite this
Global brands : Taking stock. / Quelch, John.
In: Business Strategy Review, Vol. 10, No. 1, 01.01.1999, p. 1-14.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Global brands
T2 - Taking stock
AU - Quelch, John
PY - 1999/1/1
Y1 - 1999/1/1
N2 - Global brands have never quite delivered on their promise. This article focuses on why this may now be about to change. The author first addresses three basic issues: Why global brands matter more now than in the past; what distinguishes them from national brands; and the main building blocks for a global brand. He then moves on to some of the key problems which face managers of international brands today: The new Euro-zone, instability in emerging markets, the problem of diversion, and management of global relationships with advertising agents and market researchers. He concludes with a discussion of the issues involved in deciding whether brands should be taken global.
AB - Global brands have never quite delivered on their promise. This article focuses on why this may now be about to change. The author first addresses three basic issues: Why global brands matter more now than in the past; what distinguishes them from national brands; and the main building blocks for a global brand. He then moves on to some of the key problems which face managers of international brands today: The new Euro-zone, instability in emerging markets, the problem of diversion, and management of global relationships with advertising agents and market researchers. He concludes with a discussion of the issues involved in deciding whether brands should be taken global.
UR - http://www.scopus.com/inward/record.url?scp=0242685558&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=0242685558&partnerID=8YFLogxK
U2 - 10.1111/1467-8616.00085
DO - 10.1111/1467-8616.00085
M3 - Article
AN - SCOPUS:0242685558
VL - 10
SP - 1
EP - 14
JO - London Business School Review
JF - London Business School Review
SN - 2057-1607
IS - 1
ER -