The Delights and Dangers of Global Branding: From Worldwide Brands to a Global/Local Dialectic

  • Benoît Heilbrunn


The opening of borders between national markets and the rapid development of a global economic space has resulted in a homogenisation of the supply and demand for goods and services. The gradual lowering of trade barriers and increased competition have obliged companies to rethink the principles that govern the strategic management of their brand portfolios. In view of this context, it is essential to take into account the degree to which a brand can be included in a global strategy where consistent principles of brand management are applied to a full range of geographical zones.


Global Strategy Brand Equity Geographical Zone Parent Brand Chinese Thought 
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© Betriebswirtschaftlicher Verlag Dr. Th. Gabler | GWV Fachverlage GmbH, Wiesbaden 2006

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  • Benoît Heilbrunn

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