Full Citation
Title: Global Brands in a Semiglobalized World-Securing the Good and Avoiding the Bad
Citation Type: Miscellaneous
Publication Year: 2015
ISBN:
ISSN:
DOI:
NSFID:
PMCID:
PMID:
Abstract: Global brands represent between 10% and 40% of the total value of many multinational corporations, ranging from automobiles, telecom, and technology to retail, banks, media, and cosmetics. Global brands generate value to the firm along one or more of the COMET dimensions: Consumer preference for global brands (quality, prestige, global myth, country of origin); Organizational benefits (internal operations, roll-out of new products, global competitive moves, firm identity, attraction of global talent); Marketing program effectiveness (media spillover, pooling of resources, leveraging creative ideas); Economic benefits (economies of scale and scope in procurement, manufacturing, R&D, marketing); Transnational innovation (pooling of best minds, bottom-up and frugal innovation). I develop a scorecard to assess what the sources of value are for your global brand, and where it falls short. The COMET benefits accrue to the firm to the extent that it adopts a globally integrated brand strategy. A strong global brand does not need to score high on all COMET dimensions. But a brand . . .
User Submitted?: No
Authors: Steenkamp, Jan-Benedict E M
Publisher: Kenan-Flagler Business School
Data Collections: IPUMS CPS
Topics: Other
Countries: