Global Branding - Branding Strategy Insider

Global branding strategies must have a high degree of flexibility yet must remain consistent. Explore the best practices in global branding on Branding Strategy Insider.
Brands Only Succeed Locally

Really enjoyed this piece by Pankaj Ghemawat on the myths surrounding global brands. His point that only 16% of the top 10,000 brands on the Millward Brown database are recognized in more than one country, and only 3% are recognized in more than seven is a reminder that the world is not as open as many of us would like to think.

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