Case Number: 7-411-750, Year Published: 2012
HBS Number: KEL696
Advertising, Branding, Communication, Marketing, Marketing Communications, Marketing Strategy, Global Branding
This technical note discusses learnings from organizations facing the challenges of managing brands across global geography. It talks about best practices for balancing the competing needs for local relevance and global consistency and scales.
After reading this technical note, students should understand the principles of global positioning and have a sense for how the most successful players manage brands across large numbers of countries, maintaining both local relevance and global scale. The note discusses best practices and some of the pitfalls of managing global brands.
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