Global brand planning

Having a successful global brand remains the Holy Grail of most major corporations, but global planning has evolved into a rather fuzzy discipline, open to all sorts of different interpretations and practices.

Global brand planning

Merry Baskin Baskin Shark

Merry Baskin advises on how to establish a global brand presence – starting with gathering information about all your markets.

Having a successful global brand remains the Holy Grail of most major corporations. Even more so in a recession, when budgets are much more restricted and efficiency is a prerequisite.

An example is British Airways' 'World's Favourite Airline' global campaigns that ran in the 1980s and 1990s. Produced centrally in London, they translated is obviously much easier for an airline or a Swiss watch (where upmarket audiences tend to have greater...

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