Do Global Brands Benefit from a Unique Worldwide Image?
The trend towards increased globalisation had a major impact on the branding strategies of international companies. Next to important economies of scale that a global brand can bring to the company, the advantage of benefiting from a unique worldwide image across markets is considered by managers as...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Niccolò Cusano University-Rome
2003-06-01
|
| Series: | Symphonya |
| Subjects: | |
| Online Access: | https://symphonya.unicusano.it/index.php/sym/article/view/9302 |
| _version_ | 1818974382974828544 |
|---|---|
| author | Isabelle Schuiling Jean-Jacques Lambin |
| author_facet | Isabelle Schuiling Jean-Jacques Lambin |
| author_sort | Isabelle Schuiling |
| collection | DOAJ |
| description | The trend towards increased globalisation had a major impact on the branding strategies of international companies. Next to important economies of scale that a global brand can bring to the company, the advantage of benefiting from a unique worldwide image across markets is considered by managers as an important advantage to manage brands on a global basis. Companies have traditionally followed two types of strategies to create their global brands. One strategy has consisted of expanding successful local brands on international markets. The second strategy has consisted of creating global brands from the start. These brands are launched on a worldwide basis quasi at the same time. |
| first_indexed | 2024-12-20T15:39:11Z |
| format | Article |
| id | doaj.art-2523acd24ecd4804926c9798e4e6c9f3 |
| institution | Directory Open Access Journal |
| issn | 1593-0300 1593-0319 |
| language | English |
| last_indexed | 2024-12-20T15:39:11Z |
| publishDate | 2003-06-01 |
| publisher | Niccolò Cusano University-Rome |
| record_format | Article |
| series | Symphonya |
| spelling | doaj.art-2523acd24ecd4804926c9798e4e6c9f32022-12-21T19:35:15ZengNiccolò Cusano University-RomeSymphonya1593-03001593-03192003-06-012172610.4468/2003.2.02schuiling.lambin85Do Global Brands Benefit from a Unique Worldwide Image?Isabelle SchuilingJean-Jacques LambinThe trend towards increased globalisation had a major impact on the branding strategies of international companies. Next to important economies of scale that a global brand can bring to the company, the advantage of benefiting from a unique worldwide image across markets is considered by managers as an important advantage to manage brands on a global basis. Companies have traditionally followed two types of strategies to create their global brands. One strategy has consisted of expanding successful local brands on international markets. The second strategy has consisted of creating global brands from the start. These brands are launched on a worldwide basis quasi at the same time.https://symphonya.unicusano.it/index.php/sym/article/view/9302global brandstrategies for global brandworldwide imagecountry of originglobal marketingglobal markets |
| spellingShingle | Isabelle Schuiling Jean-Jacques Lambin Do Global Brands Benefit from a Unique Worldwide Image? Symphonya global brand strategies for global brand worldwide image country of origin global marketing global markets |
| title | Do Global Brands Benefit from a Unique Worldwide Image? |
| title_full | Do Global Brands Benefit from a Unique Worldwide Image? |
| title_fullStr | Do Global Brands Benefit from a Unique Worldwide Image? |
| title_full_unstemmed | Do Global Brands Benefit from a Unique Worldwide Image? |
| title_short | Do Global Brands Benefit from a Unique Worldwide Image? |
| title_sort | do global brands benefit from a unique worldwide image |
| topic | global brand strategies for global brand worldwide image country of origin global marketing global markets |
| url | https://symphonya.unicusano.it/index.php/sym/article/view/9302 |
| work_keys_str_mv | AT isabelleschuiling doglobalbrandsbenefitfromauniqueworldwideimage AT jeanjacqueslambin doglobalbrandsbenefitfromauniqueworldwideimage |