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Globalization by Sarah Powell, Pervez Ghauri

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Globalizing a Brand

The decision to take a brand global is driven by strategic opportunities, for example, being able to tap into bigger markets, achieve economies of scale, displace competitors, and drive innovation. Going global is highly attractive, but you must meet a challenging set of obligations.

Crossing cultural divides

A brand creates associations between a product or service and the qualities or characteristics that make it special or unique. Successful brands are those that understand what makes people tick and communicate this to their markets. A global brand needs to achieve this across cultural divides. Although your global brand may need to have elements of regional customization, just as the product or products may need localization, ...

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