The myth of the invincible global brand – understanding the drivers of brand loyalty
Nigel HollisMillward Brown, United States
Jorge AlagónMillward Brown, Mexico
INTRODUCTION
In 1983, esteemed academic Theodore Levitt made this pronouncement in...
The myth of the invincible global brand - understanding the drivers of brand loyalty
Companies face a strong imperative to make their brands global. Confronted by shareholders demanding continually increasing returns, managers often look for growth in new markets abroad when their brand shares have levelled off at home.
