Brand globally, market locally
Abstract
Companies that want to create truly global brands must first take three steps: develop a different process for coordinating brand development, revise consumer research methodology, and clearly define the relationship between the center and the regions. Using a different approach to understanding consumers goes a long way toward facilitating agreement across markets and alignment of the brand against common consumer segments.
Keywords
Citation
Barron, J. and Hollingshead, J. (2004), "Brand globally, market locally", Journal of Business Strategy, Vol. 25 No. 1, pp. 9-14. https://doi.org/10.1108/02756660410515967
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited