Global branding

A global brand is one which is perceived to reflect the same set of
values around the world. Global brands transcend their origins and
creates strong, enduring relationships with consumers across countries
and cultures.

Global brands are brands sold to international markets. Examples of
global brands include Coca-Cola, McDonald’s, Marlboro, Levi’s, Shell
etc.. These brands are used to sell the same product across multiple
markets, and could be considered successful to the extent that the
associated products are easily recognizable by the diverse set of

Benefits of Global Branding

In addition to taking advantage of the outstanding growth
opportunities, the following drives the increasing interest in taking
brands global:
  • Economies of scale (production and distribution)
  • Lower marketing costs
  • Laying the groundwork for future extensions worldwide
  • Maintaining consistent brand imagery
  • Quicker identification and integration of innovations (discovered worldwide)
  • Preempting international competitors from entering domestic markets or locking you out of other geographic markets
  • Increasing international media reach (especially with the explosion of the Internet) is an enabler
  • Increases in international business and tourism are also enablers

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