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Perhaps the simplest way of understanding the current status of global branding is to look at Milward Brown's database covering 10,000 top brands in 31 countries. Only 16% are recognized in more than one country, and only 3% are recognized in more than seven!

Note that this is the situation more than a quarter century since the late Ted Levitt, once my colleague at Harvard, published his manifesto, "The Globalization of Markets," proclaiming that customers everywhere increasingly want the same thing. Simply because it is fashionable to make such proclamations doesn't mean that it is profitable to take them seriously. Rather, the reverse is true.

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โˆ™ 2013-03-27 23:22:47
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