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22 October 2021
Global vs local: managing brands in a world of uncertainty
Localisation of international work
Global and local brands need to measure the level of ‘incidental uncertainty’ felt by their target customers and adjust their brand strategies accordingly, say Nanyang Technological University’s Boon C Lim and Sharon Ng.
Why it matters
In a state of uncertainty like the current pandemic, consumers’ preference for a global or local brand may be reversed, but there are ways for both global and local brands to maintain a preference for their brands during such a period.