Global branding

摘要: Global brands and other intangible assets are increasingly important for corporations (Srivastava, Shervani and Fahey 1998; Luehrman 1997). The brand Coca Cola is estimated to be worth more than sixty billion US dollars (Interbrand 2007). Brands such as Coke, Intel or Microsoft now represent the majority of the market value of the companies that own these brands. Brands that span world markets have come to stand for quality, reliability and even glamour (Steenkamp, Batra and Alden 2003), allowing the companies that own them to extract a significant premium from these positive perceptions. The rise of global brands can be explained, at least partly, by the desire of Western companies to expand beyond their borders and to do so in an efficient way. Since the second world war, global trade has expanded more than 14-fold (World Trade Organization 1998), fuelled in large part by the success of multinational …