Global Business Strategy, 2nd Edition

CHAPTER 9

Global Positioning and Branding

Introduction

Global brands—brands whose positioning, advertising strategy, personality, look, and feel are the same in most respects from one country to another—have become increasingly popular. Even though most global brands are not identical from one country to another—Visa changes its logo in some countries—companies whose brands have become more global reap clear benefits.

Companies such as IBM, American Express, and Apple realize significant economies of scale through global branding. The cost of creating a single, global advertising campaign is much lower than that of developing separate campaigns for different markets around the world, especially if a single agency is used.

Benefits of Global Branding ...