Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers

Jean-Noël Kapferer and Isabelle Schuiling
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Jean-Noël Kapferer: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales

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Abstract: In the current context of globalization, firms have concentrated their efforts on the development of international brands. As a result, international brand portfolios have been restructured, and many successful local brands have been eliminated. This article's objective is to improve the understanding of local brand differences and competitive advantages relative to international brands. To achieve this, the authors reanalyzed the Young & Rubicam database Brand Asset Valuator and examined more than 744 brands across the four largest countries in Europe: the United Kingdom, Germany, France, and Italy. The authors discuss the managerial implications of the findings for international marketers as they develop their ideal international brand portfolios.

Keywords: BRAND name products; GLOBALIZATION; MARKETING strategy; COMPETITIVE advantage; YOUNG & Rubicam Inc.; DATABASES; YOUNG & Rubicam Inc; INTERNATIONAL markets (search for similar items in EconPapers)
Date: 2004
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Published in Journal of International Marketing, 2004, 12 (4), pp.97-123

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00781539

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