Multinational companies have been marketing internationally for decades. But huge strides in the living standards of Asian and Latin American markets combined with the globalising influence of the internet, TV formats, films, entertainment, creates a series of issues and challenges for global brands.
Global brands and local culture
A Survey Conducted by Millward Brown for The Global Brandin 2008, helps illustrate the basic drivers of brand success across countries and cultures. The survey was conducted in eight countries (from west to east):...