Building global brands

In recent years, building and leveraging global brands has become an important avenue of growth for many companies. Many factors are contributing to this trend, including the explosion in media and global communications, the convergence of consumer trends and needs, and the worldwide expansion of global retailers such as Carrefour and Wal-Mart. Consumers are growing increasingly aware of global brands, and the infrastructure for reaching them is improving. As a result, a global approach to branding is now more feasible and attractive for many companies. If you’ve got a brand with a superior product and positioning, it can be more efficient to take it into a new international market than to create a whole new brand. There are real competitive advantages here. By taking your existing brand into a global marketplace, you have more opportunities to leverage your company’s scale, expertise, and core competencies.You can benefit from the cross-pollination of ideas across countries.You can finetune and continually improve your best practices. By benchmarking around the world, you can also find terrific opportunities to save money and reduce costs. At Kraft, we have been continually working to build many of our brands globally, including Tang, Philadelphia, and Oreo. But not all brands and categories have global potential. Food is more challenging to drive globally than some categories because of its link to local customs and rituals.We have found that categories such as…

Leste da Ásia apresentaram desempenho extraordinariamente dinâmico, a maioria das demais regiões do mundo em desenvolvimento, e de modo particular a África Subsaariana, os países ex-comunistas da Europa e a América latina exibiram taxas medíocres ou mesmo negativas de crescimento de seus PIBs per capita. Com esse padrão de evolução, a economia mundial estaria passando por grandes mudanças na configuração espacial da produção, alterando o equilíbrio das forças econômicas globais e criando…

Universidade de Brasília - UnB Instituto de Relações Internacionais – IREL Dissertação em Relações Internacionais A Projeção de Poder dos Estados Unidos na Ásia-Pacífico: Da Segunda Guerra Mundial ao Final do Governo de Bill Clinton Maurício Kenyatta Barros da Costa Orientador: Virgílio Caixeta Arraes Brasília/DF, Agosto - 2013 Maurício Kenyatta Barros da Costa A Projeção de Poder dos Estados Unidos na Ásia-Pacífico: Da Segunda Guerra Mundial ao Final do Governo de Bill.…

Introduction The Enlightenment—Questions of Geography Placing the Enlightenment Thinking Geographically about the Age of Reason ch a r les w. j. w ithers The University of Chicago Press Chicago and London This book is about understanding the Enlightenment—or to use one parallel term among many, the Age of Reason—geographically. It is, in several senses, an argument about and extended review of the Enlightenment’s “where,” about how we may “place” the Enlightenment, and…

The Global City: introducing a Concept SASKIA SASSEN Professor of Sociology University of Chicago EACH PHASE IN THE LONG history ofthe world economy raises specific questions about the particular conditions that make it possible. One ofthe key properties ofthe current phase is the ascendance of information technologies and the associated increase in the mobility and liquidity of capital. There have long been cross-border economic processes—flows of capital, labor, goods, raw…

IntroductionOur thesis is that the contemporary world system has a history of at least five thousand years. The rise to dominance of Europe and the West in this world system are only recent -- and perhaps passing -- events. Thus, our thesis poses a more humanocentric challenge to Eurocentrism.Our main theoretical categories are:- 1. The world system itself. Per contra Wallerstein (1974), we believe that the existence and development of the same world system in which we live stretches…

GLOBAL CITY? GOVERNING THE UNGOVERNABLE? Deyan Sudjic he single most arresting fact about London is that it is growing. After decades in which, like every other major European and North American city, it was haemorrhaging people, the victim of the hollowing out doughnut effect, London has turned around. The forecasts now point to sustained and substantial population increases; much of it through migration. Something remarkable has happened here. A combination of an ageing…

Tecnologia da Informação; Inovação; Capital Intelectual. ABSTRACT This research addresses the creative economy, where the creative industries are among the economy's most dynamic sectors and are characterized as those who value intellectual capital, investing in technology and innovation that together represent opportunities for individuals, businesses and cities to generate economic growth and development. This research sought to examine the application of the creative economy in…

realist between geopolitics and power | Peter Tofta | | aDepartment of Political Science, University of Copenhagen, Østerfarimagsgade 5, DK 1019 Copenhagen K, Denmark. E-mail: pt@ifs.ku.dk | | Abstract | | With a number of controversial publications behind him and not least his book, The Tragedy of Great Power Politics, John J. Mearsheimer has firmly established himself as one of the leading contributors to the realist tradition in the study of international relations…

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