Branding in the European Union

Abstract

Strategic branding and the building of loyal brand franchises have become primary concerns of manufacturers of consumer goods today. Effective branding helps achieve the enduring, predictable and profitable growth sought by all manufacturers. In the 1990s regional, and ideally global, brand franchises with consumers are increasingly feasible with the rapid recent liberalisation of the world’s economies. Major manufacturers are spreading their brands as quickly as possible from developed markets such as the USA, France or the UK throughout the Americas, the former communist bloc and the Asian-Pacific region as local market restrictions are broken down and regional market arrangements emerge.