The “glo-cal” branding toolkit – a global strategy in local markets
M. Gabriela Ugalde RomagnoliNestlé, Chile
Mauricio Yuraszeck ArdilesCadem Advertising, Millward Brown, Chile
PREFACE
The purpose of this paper is to show how a multinational company faced the challenges of successfully entering the Latin American market; and how it provided guidance for global strategic brand development with a local solution in the arena of the “Employer Branding” strategy.
This case study shows the difficulties that exist when looking for a local solution that maintains the identity of the employment market of each country and the value of the...