Publications

Journal Article

The globalization of markets has put global brands (GBs) on the center stage. The evidence is everywhere: on the streets, in stores, in homes, in the media. Global brands are exerting their power and influence within various economic, cultural, and psychological domains.

In line with this increased importance, many multinational corporations are allocating more attention and resources to fewer brands with global potential. As the economic clout of global brands increases, decisions about their development, measurement and strategic management become of paramount importance, raising new questions.

How can global brands be created, managed, and marketed most efficiently and successfully? Are existing constructs, theories and methodologies capable of capturing the new realities of global brands or do we need to develop new frameworks and theories for academic and practitioner use?