Global Branding: Why and How?

Abstract

Examines the motivation for and the benefits of a global branding strategy, and sets out a framework for its implementation. Discusses the international environmental circumstances conducive to global branding, analyses the major functions and benefits of the strategy – advertising cost savings, rapid introduction of product innovation and improved identification and motivation of the workforce with the enterprise. Finally deals with the organizational conditions for global branding, such as strategic planning and controlling, organizational anchoring and marketing research. Draws on both English and German management literature.

Citation

Kelz, A. and Bloch, B. (1993), "Global Branding: Why and How?", Industrial Management & Data Systems, Vol. 93 No. 4, pp. 11-17. https://doi.org/10.1108/02635579310037586