Glocalization - A measure of global brands
Adaptation to local cultures

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Author(s): Corrine Sandler, Olga Churkina
Collection: Asia Pacific 2011 - Increasing value through simplicity
Keywords: Brand Research, Business Trends, Society, Culture

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Multicultural targeting is every global brand’s dream. The market research firm Fresh Intelligence has developed a “Glocalization Score” to measure values of global brands in six countries. An on-line survey with n=3000 respondents was held to identify leading countryspecific and brand-specific values. The “Glocalization Score” model was developed to measure the correlation of brand values to country values. Strong significant correlation between Glocalization Score and Brand Strength illustrated that a brands’ glocalization is critical for success, and glocalization efforts can be easily measured by research professionals.




Date of publication: 20.03.2011
ISBN: 92-831-0251-7
Order Code: 58766_04
Number of pages: 16

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