Magazine article Marketing

Editor's Comment: The Case for Going Global

Magazine article Marketing

Editor's Comment: The Case for Going Global

Article excerpt

The decision to ditch a brand is an option that will become much more prevalent over the coming months. They are an easy target. Why have 22 local brands, when you can have a one-brand-fits-all-countries policy?

Does the argument that local brands still have a strong currency stack up in a recession? Is it really any less reassuring to have a global brand rather than a local one? Increasingly, the answer to both is no.

Any global company in trouble - and it is hard to name one which isn't - will be looking at future cost savings. Switching to one brand could be an effective way to do it. We are likely to see the plans put in place for a raft of umbrella brands replacing the familiar local brands over the coming months.

This is not good news for the marketers, or their local agencies, who oversee brands on a country or regional basis. As we know, once a rebrand exercise has been seen through, it becomes hard to retain a powerful voice on a national basis. …

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