Creating flexible global brands in federated organisations: A case study from a global not-for-profit

Christopher K. Bailey, Ben Knepler and Patrick Vanlombeek
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Christopher K. Bailey: Bailey Brand Consulting, USA

Journal of Brand Strategy, 2015, vol. 3, issue 4, 350-356

Abstract: Creating the right global strategy for a brand requires a number of key considerations specific to the organisation and target audience(s). This paper uses a case study of GS1, a global not-for-profit organisation operating in over 100 countries, to discuss approaches to building brand equity across multiple geographies, the importance of unified global brand meaning, the value of establishing a global brand management structure, and ways to create consistent branding while retaining significant local flexibility.

Keywords: global marketing; branding; brand management; glocalisation; local responsiveness (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2015:v:3:i:4:p:350-356

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