"The Global Brand" is available in paperback. Purchase at:
Barnes & Noble
Globalization and new technology have opened up countless opportunities for companies to market their products, from New York to Mexico City, from Barcelona to Beijing, but many brands fail to create strong connections with consumers across regional and cultural divides. The misconception is the idea that global brand management involves developing a strategy that works everywhere. In reality, it is imperative that marketers understand the infinite variations and endless diversities of people around the world, and market products to them accordingly. Learn more in The Global Brand, by author and Chief Global Analyst at Millward Brown, Nigel Hollis.