In defence of local brands

The rush to globalisation by major multinational companies seems to mean the abandonment of many longstanding, popular and (most importantly) profitable local brands: Unilever's recent decision to do away with three quarters of their worldwide brand list is a case in point.

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...

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