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Abstract
This paper introduces four general brand strategies and examines the internal and external
factors that influence these strategies for global brands. Managers of global and
international brands must understand these issues in order to assess the potential for
standardising their brands across diverse societies, the factors that necessitate specific brand
adaptations, and the prospects for competitive advantages. Likewise, managers of local
brands need to understand the particular strengths and weaknesses of the strategies of their
global competitors and use this knowledge to devise their competitive responses.
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The author is founder of Brand Meta, a brand strategy and planning consultancy in Amsterdam, the
Netherlands. He has over a decade of experience with worldwide research and consultancy on major brands. He
can be reached at sicco.van.gelder@brand-meta.com.