The 10 Most Valuable Global Brands; Click on the graphic to see the full article.
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So what is a Global Brand?In a recent newsletter from Lehigh University
In a recent newsletter from Lehigh University, the question was posed to Professor David Griffith.
So, what is a global brand? Is Coca Cola a global brand, U.S. brand or a local brand? Would a consumer in the U.S. relate to it the same as a consumer in India?
The 10 Most Valuable Global Brands in 2017
“Brands have become increasingly curious and confusing. What we have been discovering is that consumers relate in very different ways to brands. While one consumer may view a brand as being global, another may view that same brand as being local (or domestic). We’re seeing a great deal of research working to understand how consumers relate to brands. Much of this research has focused on the issue of global vs. local, “glocal” brands and regional brands. “Glocal” brands can be considered a global brand that has worked to localize themselves by creating a strong connection to the local markets that they serve. In essence, they have worked toward the “think global, act local” philosophy.” says Griffith.
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