Everything’s global, nothing’s really global!: Why Global Brands With Global Values and Global Marketing Development Need Local Consumer Understanding

The presentation shares how research can help in the bottom-up marketing process, even in an environment of global brands.

Everything's global, nothing's really global!: Why Global Brands With Global Values and Global Marketing Development Need Local Consumer Understanding

Federico Capeci, Clara Salmeri

INTRODUCTION: WHY A GLOBAL BRAND NEEDS AN IMMERSIVE LOCAL UNDERSTANDING

There was a time when brands would point out the benefits of its own products to a highly receptive consumer who was ready to absorb and transform the best communicative performance of the Brand into the action of buying. The Brand stated itself as a guarantee, endorser and a signature for the promise.

That was back when the consumer was identified and segmented in targets...

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