As the business landscape shifts and evolves, so too must our approach to global branding. The traditional approach of standardising products and marketing strategies for a global audience has proven to be inadequate in connecting with consumers on a local level. However, this doesn’t mean that global branding should be abandoned altogether. — Instead, companies must learn to manage the global characteristics of their brands to appeal to consumers in foreign markets. We know that consumers base their brand preferences on three key dimensions: Quality, Cultural Myths, and a Brand’s efforts to address social issues.
