This paper introduces four general brand strategies and
examines the internal and external factors that
influence these strategies for global brands. Managers
of global and international brands must understand these
issues in order to assess the potential for
standardising their brands across diverse societies, the
factors that necessitate specific brand adaptations, and
the prospects for competitive advantages. Likewise,
managers of local brands need to understand the
particular strengths and weaknesses of the strategies of
their global competitors and use this knowledge to
devise their competitive responses. pdf
