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.

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...

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