The myth of the invincible global brand
Understanding the drivers of brand loyalty

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Author(s): Nigel Hollis, Jorge Alagon
Collection: Latin America 2008
Keywords: Brand Research

ESOMAR Best Paper Award 2007/2008
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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: 13.05.2008
ISBN: 92-831-0221-5
Order Code: S329_02
Number of pages: 20

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