Crossing Borders and Cultures: Global Branding

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.