Brand Managers’ High-wire Act: Going Global and Staying Local

KNOWLEDGE@WHARTON—For marketers, the Internet changes everything — and nothing at all. For example, it enables companies to instantly reach consumers in different countries and economically tailor messages to them based on demographics, buying habits and other information. Yet it doesn’t free these companies from the constant challenge of building distinct, durable brands.

As participants on a panel titled, “The Challenge of Going Global and Staying Local,” noted during the 2007 Wharton Marketing Conference, a brand like Coke or Budweiser can be the greatest asset that a company has, but the brand can quickly lose its power if it comes to signify something different in every market. Read article.