THE GLOCAL STRATEGY OF GLOBAL BRANDS

Luigi Dumitrescu and Simona Vinerean

Studies in Business and Economics, 2010, vol. 5, issue 3, 147-155

Abstract: A few years ago, globalization was the new paradigm in international business, however from a branding perspective it has lost its initial efficiency giving the fact that consumers do not seem to feel a connection anymore with the standardized products of global corporations, catered to them in mass marketing communication programs. With their centralized decision making, most companies simply stopped having a connection with the new global marketplace and neglected its emergence. Hence, the influence of local characteristics arose, and with that a new term that encapsulates the global and the local – glocal. “Glocalization” encourages companies to “think global, act local”, and they could do so by using the global brand, while localizing certain elements of that brand in order to suit a particular country.

Keywords: global brands; globalization; glocal strategy; glocal marketing (search for similar items in EconPapers)
Date: 2010
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