If you are interested in global brands then you should read this article in the Wharton marketing journal (The US business school).
The authors see four factors that are stopping the development of global brands:
Inherent market differences
Entrenched local brands
Growing concentration of retail buying power
Pressure from ‘globalisation activists’ like Naomi Klein, the author of No Logo
These all seem reasonable factors, with the exception of the last point, which is more of an irritant than a real influence.
The most important development that is not mentioned is the division of the world into old and young geographies. Japan at one extreme - South Africa at the other.
Another factor, that hopefully will be a transitory thing, is the association of brands with their country of origin. Already there is the mindless anti-Americanism that is rife in parts of Europe. This will soon to be followed by fear and loathing of products from China and India that will seen as destroying Europe’s high cost high salary low productivity economies.
Dick Stroud www.20plus30.com
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