The 'glo-cal' branding toolkit - a global strategy in local markets

Companies are increasingly using marketing techniques that have worked with consumers and applying them to engage their own employees.

The “glo-cal” branding toolkit – a global strategy in local markets

M. Gabriela Ugalde RomagnoliNestlé, Chile

Mauricio Yuraszeck ArdilesCadem Advertising, Millward Brown, Chile


The purpose of this paper is to show how a multinational company faced the challenges of successfully entering the Latin American market; and how it provided guidance for global strategic brand development with a local solution in the arena of the “Employer Branding” strategy.

This case study shows the difficulties that exist when looking for a local solution that maintains the identity of the employment market of each country and the value of the...

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