GLOBAL BRANDING VS. LOCAL BRANDING: STRATEGIC TRADE-OFFS IN INTERNATIONAL MARKETING

Aziz Kurbanovich Abdullaev, Mamasolieva Kamila and Akhmedova Zaynabkhon Khayrullo Qizi

GREEN ECONOMY AND DEVELOPMENT, 2026, vol. 4, issue 4

Abstract: This article examines the strategic differences between global branding and local branding ininternational marketing, including their advantages and limitations. Using the cases of Nike, Apple, Anta Sports, andXiaomi, the study analyzes the impact of branding strategies on market share, revenue growth, consumer loyalty,and competitiveness. The findings show that global brands benefit from international recognition, consistent image,and premium positioning opportunities. Local brands gain advantages through cultural adaptation, flexible pricing,and closer consumer relationships. The study concludes that a hybrid strategy combining global identity with localresponsiveness is the most effective approach for sustainable success in international markets.

Keywords: global branding; local branding; international marketing; consumer behavior; market share; hybrid strategy; competitiveness (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:teu:ged000:v:4:y:2026:i:4:id:10259

DOI: 10.5281/zenodo.19997541

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