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Do Global Brands Benefit from a Unique Worldwide Image?

Author

Listed:
  • Isabelle Schuiling

    () (University Catholique de Louvain.)

  • Jean Jacques Lambin

    () (Univeristy of Milano-Bicocca and University Catholique de Louvain.)

Abstract

The 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.

Suggested Citation

  • Isabelle Schuiling & Jean Jacques Lambin, 2003. "Do Global Brands Benefit from a Unique Worldwide Image?," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
  • Handle: RePEc:sym:journl:47:y:2003:i:2
    as

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    File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl47.pdf
    File Function: First version, 2003
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    References listed on IDEAS

    as
    1. Stanley C. Hollander & Kathleen M. Rassuli (ed.), 1993. "Marketing," Books, Edward Elgar Publishing, volume 0, number 512.
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