When World Collide: Global brands meet local culture
Nigel HollisMillward Brown, United States
Jorge AlagònMillward Brown, Mexico
Gabriel CastellanosMillward Brown, Colombia
INTRODUCTON
A strong brand is a valuable asset that can serve a business in many ways. A strong brand, one that consumers are bonded to on an emotional level, can help drive sales volume, justify a price premium, and protect future profits. Having created a strong brand in one country, many companies seek to replicate that success abroad. However, there is no guarantee that a strong brand in one country will readily replicate its success in...