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

M. Gabriela Ugalde Romagnoli and Mauricio Yuraszeck Ardiles

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

PREFACE

The purpose of this paper is to show how a multinational...

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