In Defence of Local Brands
The rush to globalisation by major multinational companies looks likely to abandon many longstanding, popular and, most importantly, profitable market-leading local brands. Jean-Nol Kapferer, an expert in brand management, makes a powerful case for the defence of these local profit-earners, questioning the wisdom of rigid and exclusive global brand strategies
Unilevers recent announcement of their plans to do away with three-quarters of their 1400 brands within 3 to 5 years should come as no surprise. Over time, all businesses have a tendency to see product ranges expand endlessly. There is always good...