Brand growth 2.0: The only global language in a local dialect
Raluca Raschip, Richard Herbert and Oliver Koll GfK and Europanel
View the presentation deck for this paper
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...