Do Global Brands Benefit from a Unique Worldwide Image?
AbstractThe trend towards increased globalisation had a major impact on the branding strategies of international companies. Next to important economies of scale that a global brand can bring to the company, the advantage of benefiting from a unique worldwide image across markets is considered by managers as an important advantage to manage brands on a global basis. Companies have traditionally followed two types of strategies to create their global brands. One strategy has consisted of expanding successful local brands on international markets. The second strategy has consisted of creating global brands from the start. These brands are launched on a worldwide basis quasi at the same time.
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Bibliographic InfoArticle provided by University of Milano-Bicocca in its journal Symphonya. Emerging Issues in Management.
Volume (Year): (2003)
Issue (Month): 2 Marketing Research and Global Markets ()
Contact details of provider:
Web page: http://www.unimib.it/symphonya
Global Brand; Strategies for Global Brand; Worldwide Image; Country of Origin; Global Marketing; Global Markets DOI:http://dx.doi.org/10.4468/2003.2.02schuiling.lambin;
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