Global Branding and Product Development
16.3 Describe global branding and product development.
Global marketing strategy poses unique challenges and opportunities for managers, especially in branding and product development. Let’s examine these topics.
Global Branding
A key outcome of a global positioning strategy is the development of a global brand. Well-known global brands include Hollywood movies (Spider-Man), pop stars (Lady Gaga), personal care products (Gillette Fusion), toys (Barbie), credit cards (Visa), food (Cadbury chocolate), beverages (Coca-Cola), furniture (IKEA), and consumer electronics (iPad).16 Consumers frequently prefer globally branded products because global branding provides a sense of trust and confidence in their ...
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