The world is coming closer. Individuals across the globe are now more connected than ever before. Global customers buy the same brand, are influenced by common events, and have many lifestyle attributes in common. Brands play a critical role in a firm s international expansion. A global brand is one that is perceived to reflect the same set of values around the world. It needs to provide relevant meaning and experience to people across multiple societies, culture, and demographics.For marketing groups across the globe, branding a commodity in the international arena has always been a tough task. Branding in a different country or continent can be viewed as a process that takes place in multiple cultures differing in terms of social values, language spoken, levels of literacy and consumption pattern. While introducing a brand to the target audience, we must keep in mind that they differ from country to country as to how they perceive information, and interpret symbols or stimuli in the way a brander wants them to be. Some of the major aspects of Global Branding, covered in this book are:· Conceptual understanding of the Global Branding process.· How to structure, develop, manage and sustain a Global Brand.· Global expansion, market entry, branding decisions, and market research.· Complexities of advertising in international markets.· Case Studies on L’Oreal, IKEA, Dubai, Harry Potter, Toyota, Visa International and Starbucks.
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