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How global brands compete.

Douglas B Holt1, John A Quelch, Earl L Taylor

  • 1Said Business School, Oxford University, England. doug.holt@sbs.ox.ac.uk

Harvard Business Review
|September 29, 2004
PubMed
Summary
This summary is machine-generated.

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Global brands must manage perceptions of their worldwide qualities, cultural myths, and social impact. Consumers choose brands based on these global characteristics, not national origin, for future growth.

Area of Science:

  • Marketing
  • International Business
  • Consumer Behavior

Background:

  • Theodore Levitt's theory of global standardization is outdated.
  • Current "glocal" strategies customize products for local markets.
  • Global brands face scrutiny and anti-globalization protests.

Purpose of the Study:

  • To investigate how consumers perceive global brands.
  • To identify key factors influencing consumer choice of global brands.
  • To provide insights for managing global brand characteristics.

Main Methods:

  • Survey of 3,300 consumers across 41 countries.
  • Analysis of consumer preferences for global brands.
  • Examination of brand perception dimensions.

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Main Results:

  • Consumers select global brands based on perceived "global qualities."
  • Key preference drivers include brand stature, cultural narratives, and social responsibility.
  • National origin of the brand was not a significant factor in consumer choice.

Conclusions:

  • Firms must actively manage the global attributes of their brands.
  • Future growth depends on understanding and leveraging global brand perceptions.
  • Effective global brand management requires addressing quality, cultural, and social dimensions.