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Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers

Abstract : In the current context of globalization, firms have concentrated their efforts on the development of international brands. As a result, international brand portfolios have been restructured, and many successful local brands have been eliminated. This article's objective is to improve the understanding of local brand differences and competitive advantages relative to international brands. To achieve this, the authors reanalyzed the Young & Rubicam database Brand Asset Valuator and examined more than 744 brands across the four largest countries in Europe: the United Kingdom, Germany, France, and Italy. The authors discuss the managerial implications of the findings for international marketers as they develop their ideal international brand portfolios.
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Contributor : Antoine Haldemann <>
Submitted on : Sunday, January 27, 2013 - 6:43:39 PM
Last modification on : Sunday, January 27, 2013 - 6:44:15 PM

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  • HAL Id : hal-00781539, version 1

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Jean-Noël Kapferer, Isabelle Schuiling. Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers. Journal of International Marketing, American Marketing Association, 2004, 12 (4), pp.97-123. ⟨hal-00781539⟩

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