One of the most exciting efficiencies in business is the Global Brand. A global brand allows tremendous economies of scale, especially in marketing communications investments. However, these economies of scale can only be achieved, if brand impact is not sacrificed in the process. Doesn’t this seem to be a contradiction in terms? How can Brand, which is typically optimized for a specific market and a specific offering, be implemented across widely different countries and work equally hard for all of the markets and for all of the offerings?
