Global brands in local contexts: Are they working as well as they used to?

Alex Haigh

Brand Finance’s Alex Haigh examines why brands become strong and whether there is a move away from globalisation and internationalisation.

Creating cultural advantage

This article is part of a series of articles from the WARC Guide to creating cultural advantage. Read more

While global brands have been a factor of life since the British East India Company’s founding in 1600, the late 20th century saw a boom in companies’ marketing products and services under the same brand name that made many brands household names across the world.

There are many patterns that have contributed to this, from global marketing opportunities like sports sponsorships, increasing developed market incomes, corporate deal-making as part of US diplomacy, banking deregulation, privatisation of state-owned...

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