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| Author: | Holt, D.B. Quelch, J.A. Taylor, E.L. |
| Title: | How global brands compete |
| Journal: | Harvard Business Review
2004 : SEP, VOL. 82:9, p. 68-75 |
| Index terms: | International Marketing Globalization Brands Competition Product image Consumers |
| Language: | eng |
| Abstract: | When a brand is marketed around the world, that fact alone gives it an aura of excellence - and a set of obligations. To maximize the value of global reach, companies must manage both. The Global Brands Study has found that consumers associate global brands with three characteristics, that is, quality signal, global myth, and social responsibility. |
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