Global vs local: managing brands in a world of uncertainty | WARC | The Feed
The Feed
Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors.
You didn’t return any results. Please clear your filters.
Global vs local: managing brands in a world of uncertainty
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.
Takeaways
- The state of uncertainty activates a divergent thinking style, leading to a preference for less strongly associated choices.
- A global brand...
This content is for subscribers only.
Sign in or book a demo to continue reading WARC’s unbiased, evidence-based insights that save you time and help you make marketing choices that work.
Email this content