Global brands and local culture

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

Nigel Hollis

A Survey Conducted by Millward Brown for The Global Brand in 2008, helps illustrate the basic drivers of brand success across countries and cultures. The survey was conducted in eight countries (from west to east): the United States, Mexico, Brazil, the United Kingdom, Germany, Russia, India and China.

In each country, we compared two global brands to two local brands in each of five categories: cars, beer, fast food, shampoo/conditioners and soft drinks. In total, we interviewed 3,307 people about 91 different brands.

The global brands included in our survey were...

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