From local to global branding: A Coca-Cola case study
Eric Hogue,Neil MathisMillward BrownAnne McAllesterThe Coca-Cola Company
Background: The nature of global brands
Hundreds of brands around the world could be described as "global," and hundreds more aspire to the same status. But unfortunately for those aspiring global players, there is no one prescriptive formula for success on the world stage. The requirements vary according to a myriad of factors, most of which ultimately boil down to the nature of an individual brand or product category and the way that brand is perceived in new markets compared...