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How do top business decision makers regard the brands shaping the world’s biggest industries? GlobalData is conducting a comprehensive survey to help answer this question. Delving into respondents’ professional backgrounds, location, familiarity towards and experiences with major global organisations, the...
Global brands could make targeted investments in technology in China, deliver localized digital products, and establish an in-market talent base while ensuring collaboration between global and local functions.Breaking into the Chinese market is not without its challenges. Yet for every brand that has ...
How has technology changed global marketing? How are global brands important? How will influencer marketing lead advertising? What are the advantages and disadvantages of global marketing? How can a business track influencer marketing? How does familiarity impact sales in marketing?
Editor’s note: Many businesses such as Lenovo and Huawei from China, Tata Motors from India, and the Corona brewery from Mexcio have established a foothold in global markets, but their brands do not carry
In 2011, a couple started a side business. Six years later, they run a global company, managing a network of online stores, wholesale partners, and warehouses.
Global brands face new opportunities as luxury represents a powerful form of social capital for young Chinese consumers. Set to be the engine of global spending on high-end shoes, bags, fashion, jewelry, and watches, China’s affluent upper-middle class presents an enticing prospect for the wor...
With a need to regain that trust, many global companies are now looking to individualize their brands through localization. Brand ownership Traditionally, brands have been owned by the marketing team. But as technology has advanced and external audiences have been given a voice, communication and a...
1. Seek partnerships with Western brands:Whether through joint venture, merger or acquisition, the right partnership can give a boost to a brand’s tangible offering or intangible appeal. A significant part of telecom equipment maker Huawei’s leap from regional player to global leader, for exampl...
Building a brand is a long-term and systematic effort, and creating a global brand is an even larger and more complex undertaking. For most Chinese brands in the early stages of globalization, a clear and globally consistent internationalization strategy is the foundation for future success. ...