The New Strategic Brand Management, 5th Edition

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Managing global brands

Geographic extension is the necessary fate of brands. On it depend the brand’s growth, and its ability to innovate and to sustain its competitive edge in terms of economies of scale and productivity. As such, marketing directors are no longer questioning the principle of international expansion, but are preoccupied with the means by which this can be accomplished. They ask themselves: Where should we go? What balance do we maintain between a global brand which shuns linguistic and national frontiers, and one which makes provision for local requirements and context? Which brands are destined to have global significance and which should remain on a national footing? Finally, how do we rationalize the portfolio of national ...