Question

Topic: Student Questions

Stressfield: Global Vs. Local Branding

Posted by christianewonde on 12/1/2008 at 12:04 PM ET 250 Points
Hi,
the title above is the main focus of my thesis/dissertation. I am trying to find good and helpful information about how international companies, like Nestle, Coca Cola, P&G and Unliver do their branding strategies especially in Asia and how they solve the issues transferring global brands into the local market, what methods do they use or what problems they still have to face with the global vs. local (standardization or customization) issues. In a student question from 2006 I read the suggestion to purchase case studies at ICMR, it is from India. Should I do this? I already tried Ebsco at the university library, but I didn't get any results. Could somebody recommend me how I can do a good research, where I can find good case studies? Or how I can receive such information which mostly stay in these companies?
For any help I would be very thankful. It is really important!
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RESPONSES

  • Posted by ilan on 12/1/2008 at 12:11 PM Accepted
    As a teacher and practitioner, I know that many companies will be willing to tell you about their own story.
    My students get information I can't, just by saying that they are doing a study at the university...
    Instead of trying websites, try the actual brand managers of these big brands you are talking about, or their multinational ad agencies and you may be surprised how willing some of them are to share information for study purposes.
  • Posted by christianewonde on 12/2/2008 at 3:14 AM Author
    Thank you for that suggestion and I will do so. I wasn't sure if I could contact directly these people from those companies because I thought that they are not willing to give away those information about strategies, issues etc. But if you say so I will try that:)
  • Posted on 12/4/2008 at 7:43 PM Accepted
    I suspect you're not going to get much information from brand managers ... at least not from brand managers at the kinds of companies you're examining.

    You might find some good information, though, in a couple of books:

    Kotler on Marketing by Dr. Philip Kotler

    The Global Brand by Nigel Hollis
  • Posted by christianewonde on 12/6/2008 at 6:16 AM Author
    Thank you!
    What ist with Case studies that you can download in the internet, of course they charge you a littel bit, but I think there I am able to find current information or information about the last 3 or 4 years about what these companies did or are still doing in terms of branding strategies, issue global vs. local...Do you know where I can get case studies? I already purchases one at ICMR (Inida)?
    Thank you so far
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