Global vs. Local Branding in the Era of Post-Globalization

Branding Across Globalization Stages In today’s rapidly changing global marketplace, brands face the challenge of navigating consumer perceptions that vary significantly depending on the level of globalization in their respective markets. Countries exhibit differing...

Brand Globalness: More Than Just Geographical Reach

What Does “Global” Mean Anyway? Many multinational corporations have streamlined their brand portfolios, focusing on brands with significant global business potential. Traditionally, the concept of “brand globalness” has been linked to enhanced...