Is there really no hope for local brands

作者: J-N Kapferer

DOI: 10.1057/PALGRAVE.BM.2540066

关键词: Employer brandingMarketing managementBrand loyaltyProduct managementBrand equityGlobalizationBrand managementMultinational corporationAdvertisingMarket economyBusiness

摘要: Since Ted Levitt's seminal article on the globalisation of business, case now seems closed. In all managerial and consulting circles, in most business reviews, global brands are only thing that count, process branding worth spending time on. Indeed, multinational companies engaged a fierce drastic reduction their brand portfolios, focusing exclusively able to be globalised. Recently, L Owen Jones, CEO L'Oreal, explained remarkable growth company by concentration its activity 12 truly brands. But is argument so cut dried? This paper reconsiders arguments for light local successes.

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