Does Your Brand Hit the Consumers Hot Buttons?

Gilbert K.W. Lee
Research International, China

Nic Hall
Research International, United Kingdom

BACKGROUND

The concept of a “global brand” can be dated back to the early 1980s. The prevalence of global brands in the marketplace has become increasingly more significant nowadays. In particular, major multi-nationals (e.g. Procter & Gamble or Unilever) aim to focus their scarce resource on fewer but more powerful global brands for growth, rather than diluting their investment by the proliferation and creation of domestic brands at a local/regional level. On the other hand, these powerhouses also firmly believe that their global brands should be positioned and developed by addressing the real human needs and by achieving an intimate relationship with target consumers at a local level.