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Global Or National Brands?

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Author Info
Sorina Girboveanu (University of Craiova, Craiova, Romania)
Abstract

Today, branding is such a strong force that hardly anything goes unbranded. Branding in global markets poses several challenges to the marketers. A key decision is the choice between global and nationals brands. This article gives the answers to the questions: what is, what is need for, what are the advantages, costs and risks of global and national brands? All go to the following conclusion: use global brands where possible and national brands where necessary.

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File URL: http://www.mnmk.ro/documents/2007/2007-9.pdf
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Publisher Info
Article provided by University of Craiova, Faculty of Economics and Business Administration in its journal Management & Marketing.

Volume (Year): 1 (2007)
Issue (Month): 5 (November)
Pages: 82-88
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:aio:manmar:v:1:y:2007:i:5:p:82-88

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Postal: Str. A.I. Cuza nr. 13, Craiova
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Related research
Keywords: global branding; strategic branding;

Find related papers by JEL classification:
M30 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - General

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This page was last updated on 2009-12-21.

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