The myth of the invincible global brand
Understanding the drivers of brand loyalty
|PDF version (download)||
Members: EUR 0.00
Companies face a strong imperative to take their brands global. Confronted by shareholders demanding continually increasing returns, managers often look for growth in new markets abroad when their brand shares have leveled off at home. Consequently, very few global brands developed with a global audience in mind. They ventured into foreign markets with a long history of success at home, but not necessarily with the tools needed to replicate that success elsewhere.
Few brand positionings have the potential to stretch without adaptation across different cultures. People's needs, values and desires still differ dramatically from one country to the next.
This presentation will feature proprietary research conducted in eight countries Brazil, Russia, India, China, Mexico, UK, the U.S.A and Germany and will examine what drives loyalty to global and local brands.
Date of publication:
S329_02Number of pages:
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.
This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.
For further information about publications contact ESOMAR Publications Services:firstname.lastname@example.org