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  • August 2021 (Revised March 2023)
  • Technical Note
  • HBS Case Collection

Crossing Borders and Cultures: Global Branding

By: Jill Avery and Michael Moynihan
  • Format:Print
  • | Language:English
  • | Pages:21
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Abstract

Many of the world's most valuable brands are global in scope. They benefit from shared meanings, systems, and stories across markets, and much of their allure for consumers lies in their "global-ness." Creating value from global brands requires successfully managing many issues related to the demand side and supply side economics of global branding, the management of global brands, and the mobilization of organizations around global brands. This note explores these issues and highlights key opportunities and challenges in the future of global branding. It will outline the conditions under which a global branding strategy is preferred to a local branding strategy and those under which glocalization (global brands that have some level of local customization) are warranted.

Keywords

Global Branding; Marketing; Brands and Branding; Globalized Markets and Industries; Supply and Industry; Cross-Cultural and Cross-Border Issues; Value Creation

Citation

Avery, Jill, and Michael Moynihan. "Crossing Borders and Cultures: Global Branding." Harvard Business School Technical Note 522-032, August 2021. (Revised March 2023.)
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About The Authors

Jill J. Avery

Marketing
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Michael T. Moynihan

Marketing
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Related Work

    • August 2021 (Revised March 2023)
    • Faculty Research

    Crossing Borders and Cultures: Global Branding

    By: Jill Avery and Michael Moynihan
Related Work
  • Crossing Borders and Cultures: Global Branding By: Jill Avery and Michael Moynihan
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