Case Detail

Case Summary

Global Brand Management: Best Practices and Learnings from Efforts to Build the Business "Over There"

Case Number: 7-411-750, Year Published: 2012

HBS Number: KEL696

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Authors: Julie HennessyEric Leininger; Evan Meagher

Key Concepts

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.

Learning Objectives

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.

Number of Pages: 11

Extended Case Information

Teaching Areas: Marketing

Geographic: Global