Publications
Publications
- September 20, 2004
- Harvard Business School Working Knowledge
How Consumers Value Global Brands
By: Douglas Holt, John A. Quelch and Earl L. Taylor
Abstract
In 2002, we carried out a two-stage research project in partnership with the market research company Research International/USA to find out how consumers in different countries value global brands. First, we conducted a qualitative study in forty-one countries to identify the key characteristics that people associate with global brands. Then we surveyed 1,800 people in twelve nations to measure the relative importance of those dimensions when consumers buy products. A detailed analysis revealed that consumers all over the world associate global brands with three characteristics and evaluate them on those dimensions while making purchase decisions. We found that one factor—American values—didn't matter much to consumers, although many companies have assumed it is critical.
Keywords
Global Brands; Brand Value; Multi-national Brands; Social Responsibility; Global Range; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Social Marketing; Corporate Social Responsibility and Impact
Citation
Holt, Douglas, John A. Quelch, and Earl L. Taylor. "How Consumers Value Global Brands." Harvard Business School Working Knowledge (September 20, 2004).