Brand growth 2.0: The only global language in a local dialect

This paper explains what is driving brand growth and inspiring manufacturers and retailers towards profitable business in the FMCG sector, presenting findings from a study of brands across 70 categories in Europe.

Brand growth 2.0: The only global language in a local dialect

Raluca Raschip, Richard Herbert and Oliver Koll GfK and Europanel

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Introduction

The global and especially the European economies are going through one of the longest periods of economic turmoil in recent history. Throughout the past five years, only rarely have we seen sustained growth for any European market, and the prospects for the next few years are still typically considered modest.

Such periods are a big concern for many industries, although FMCG markets usually suffer...

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