Global vs local: managing brands in a world of uncertainty | WARC | The Feed

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