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Global Market Resarch 2012 is the 24th annual industry study undertaken by ESOMAR, providing a comprehensive and authoritative view on the state of the market.
|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.