global brand

global brand

a BRAND which is sold in a very large number of national markets on the basis of a single unique BRAND NAME, for example Coca-Cola, rather than using different brand names for each separate national market. Such global brands offer considerable economies of scale in marketing and production, though care must be exercised in developing a brand name which is in keeping with the customs and sentiments of all the target nations. See MULTINATIONAL ENTERPRISE.
Full browser ?