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Global Branding Vs. Local Branding: Strategic Trade-Offs In International Marketing

Author

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  • Aziz Kurbanovich Abdullaev
  • Mamasolieva Kamila
  • Akhmedova Zaynabkhon Khayrullo qizi

Abstract

This article examines the strategic differences between global branding and local branding in internationalmarketing, including their advantages and limitations. Using the cases of Nike, Apple, Anta Sports, and Xiaomi, the studyanalyzes the impact of branding strategies on market share, revenue growth, consumer loyalty, and competitiveness.The findings show that global brands benefit from international recognition, consistent image, and premium positioningopportunities. Local brands gain advantages through cultural adaptation, flexible pricing, and closer consumerrelationships. The study concludes that a hybrid strategy combining global identity with local responsiveness is the mosteffective approach for sustainable success in international markets

Suggested Citation

  • Aziz Kurbanovich Abdullaev & Mamasolieva Kamila & Akhmedova Zaynabkhon Khayrullo qizi, 2026. "Global Branding Vs. Local Branding: Strategic Trade-Offs In International Marketing," GREEN ECONOMY AND DEVELOPMENT, "Ma'rifat-Print-Media" LLC, Tashkent State University of Economics, vol. 4(5), May.
    • Handle: RePEc:teu:ged000:v:4:y:2026:i:5:id:10366
    DOI: 10.5281/zenodo.20123467
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    References listed on IDEAS

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    1. Jan-Benedict E M Steenkamp & Rajeev Batra & Dana L Alden, 2003. "How perceived brand globalness creates brand value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(1), pages 53-65, January.
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