Senior Researcher David Bourdin from FHWien der WKW published a book chapter on “Global Branding” in the recently published Elgar Encyclopedia of International Marketing Management as co-author together with lead author Petra Riefler from BOKU Vienna.
How can companies successfully build and manage global brands? And why do some consumers prefer international brands, while others deliberately avoid them? David Bourdin, Senior Researcher at the Department of Communication at FHWien der WKW and co-author, and lead author Petra Riefler, professor at the BOKU University, address these and other questions in their joint book chapter titled “Global Branding.”
The two researchers provide a comprehensive overview of the current state of scientific research on global brand management. They examine various brand strategies—ranging from global standardization to targeted adaptation to local markets—as well as consumers’ positive and negative reactions to global brands. In addition, they discuss how technological, political, competitive, and societal developments are changing international brand management.
Key takeaways from the book chapter:
- Global brands must combine international consistency with local relevance. While standardized brand strategies offer economic advantages, so-called “glocal” approaches can help take cultural nuances into account and foster a sense of local connection.
- Globality is not automatically a competitive advantage. On the one hand, consumers associate global brands with quality, prestige, and trust; on the other hand, however, they criticize, for example, a lack of authenticity, cultural insensitivity, or negative impacts on local economies.
- The operating environment for global brands is undergoing fundamental changes. Artificial intelligence, geopolitical tensions, protectionism, and increasing international competition are opening up new opportunities, but at the same time presenting companies with significant challenges.
- Sustainability and social responsibility are gaining in importance. Rising consumer expectations and new regulatory requirements demand that global brands reconcile economic goals with environmental and social responsibility.
Die Elgar Encyclopedia of International Marketing Management was edited by Leonidas C. Leonidou, Constantine S. Katsikeas, and Bilge Aykol and brings together contributions from a total of 103 scholars from 77 institutions in 23 countries.