How Global Brands Compete

Jie Gao

X03437204

MKT624 How global brands compete

Abstract

Purpose – The purpose of this article is to investigate the global brands study: the reason why consumers choose global brands and new opportunities, new responsibilities for the global branding.

Design/methodology/approach – 1. Qualitative study in 41 countries to identify key characteristics that people associate with global brands 2. 1,800 surveyed in 12 nations to measure relative importance of dimensions when consumers buy products

Findings – From the perspective of the author, he found that most people choose one global brand over another because of differences in the brands' global qualities. In addition, global myth and social responsibility are also influence purchasing.

Symbols in the global structure – Issue should be approached in the cultural terms.

Global consumer segment – Global Citizens, Global Dreamers, Anti-Globals, Global Agnostics

Originality/value – This research is useful because it focuses on how global brands compete and it is the trend to the main defining objective of various companies around the globe.

Keywords: Global branding, Quality Signal, Global Myth, Social responsibility, Global Consumer Segments, dark side, antiglobals,

Paper type Review article

Introduction

In the past decade, global branding has become a main aspect to effect management considerations globally. Additionally, it turns out the prime goal of the world's major corporations.

Conclusions

1. Global culture influences consumers decision making
2. Quality is the main reason of consumers’ concern
3. It’s important to create credible myths that add value to the consumers as opposed to less-than-credible myths that are short term unsustainable on a long term  
4. Social responsibilities should be approached from an entrepreneurship point of view where extra involvements of the companies seek to pro-actively determine and derive positive returns to the company.
5. Manage the “dark side”
6. Treat anti-globals as customers
7. Don't just talk about social responsibility. Just do it!