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Global Or National Brands?

Author

Listed:
  • 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.

Suggested Citation

  • Sorina Girboveanu, 2007. "Global Or National Brands?," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 5(1), pages 82-88, November.
    • Handle: RePEc:aio:manmar:v:5:y:2007:i:1:p:82-88
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    File URL: http://www.mnmk.ro/documents/2007/2007-9.pdf
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    More about this item

    Keywords

    global branding; strategic branding;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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