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) |
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Pages (from-to) | 1-14 |
Number of pages | 14 |
Journal | Business Strategy Review |
Volume | 10 |
Issue number | 1 |
DOIs | |
State | Published - Mar 1999 |
ASJC Scopus subject areas
- Business, Management and Accounting (miscellaneous)
- Economics, Econometrics and Finance (miscellaneous)