Brand globally, market locally

Jennifer Barron (Jennifer Barron is a partner at Monitor Group and a global account manager within the Market2Customer division, which focuses on marketing and growth strategies. She has worked with Monitor since 1985 in a broad range of leadership positions. Jennifer is also active in client service, with a particular focus on building strong brands. She has worked with executives across many industries, including healthcare, technology, and consumer packaged goods.)
Jim Hollingshead (Jim Hollingshead is a global account manager in the Monitor Group’s London office and head of the European operations of M2C. Since joining Monitor in 1993, Jim has worked with senior executives across a wide range of industries and business disciplines, including strategy development, customer segmentation, strategic marketing and offer development, cost analysis, and new market entry. Before coming to London to take on responsibilities with M2C, Jim spent two years as the head of Monitor’s office in Istanbul, Turkey.)

Journal of Business Strategy

ISSN: 0275-6668

Publication date: 1 February 2004


Companies that want to create truly global brands must first take three steps: develop a different process for coordinating brand development, revise consumer research methodology, and clearly define the relationship between the center and the regions. Using a different approach to understanding consumers goes a long way toward facilitating agreement across markets and alignment of the brand against common consumer segments.



Jennifer Barron and Jim Hollingshead (2004) "Brand globally, market locally", Journal of Business Strategy, Vol. 25 No. 1, pp. 9-14

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Copyright © 2004, Emerald Group Publishing Limited

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