GLOBAL OR NATIONAL BRANDS?

Sorina Girboveanu
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Sorina Girboveanu: University of Craiova, Craiova, Romania

Management and Marketing Journal, 2007, vol. 5, issue 1, 82-88

Abstract: Today, branding is such a strong force that hardly anything goes unbranded. Branding in global markets poses several challenges to the marketers. A key decision is the choice between global and nationals brands. This article gives the answers to the questions: what is, what is need for, what are the advantages, costs and risks of global and national brands? All go to the following conclusion: use global brands where possible and national brands where necessary.

Keywords: global branding; strategic branding (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:5:y:2007:i:1:p:82-88

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