Knowledge Center

An Article on Brand Repositioning and Equity – Six Deadly traps for Global Branding and Advertising

The challenge for global brands is to be internationally consistent while at the same time being locally responsive. The example given here will be familiar to many, illustrating the most common problems that undermine this balancing act. Hamsini Shivakumar analyses these problems and describes ways in which companies can create the right culture, tools and processes to get the balance right.

Click to read more: Six Deadly traps for Global Branding and Advertising (PDF)