The Global Brand considers the challenges facing aspiring global brands and identifies the practices that will help them become successful on the world stage.
How do brands transcend countries and culture?
What are the characteristics of successful global brands and what steps do they take to become successful in new markets? A summary of global brand best practice based on interviews with some of the world's leading brand marketers.
What does it take to implement a successful global research program? This section shares learning based on the experience of Millward Brown's global market research team. What are the challenges to be overcome and what things must be considered?
Why do local brands have an advantage?
Our research finds that being part of the national culture is an important driver of purchase intent. This gives local brands a home field advantage - provided they possess the other characteristics of a strong brand.
Modern retail trade is expanding rapidly in developing markets. For packaged goods marketers this brings with it both opportunities and threats. This section considers the shifting nature of retail trade around the world, illustrated by photographs taken by the author in different countries, and considers the risks involved.
What makes a strong brand?
Future growth potential, not just current sales, determines the value of a brand. The Global Brand discusses which brand qualities determine future growth potential.
The foundation of a strong brand is an effective business model. But this alone does not guarantee success. This section considers the five characteristics that unite strong brands wherever they are found.
Many of the strongest global brands had a luxury that is in short supply these days: time. This section considers how some of the most successful global brands used that time to become adopted as part of the local culture.