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Global Branding: Three Keys for Global Brand Success

Part 6. International Marketing

  1. Kevin Lane Keller

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06020

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Keller, K. L. 2010. Global Branding: Three Keys for Global Brand Success. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. Dartmouth College, Hanover, NH, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Recognizing that brands represent one of their most important intangible assets, firms are increasingly looking to leverage their brands across geographical boundaries and regions. The lure of global branding, however, is matched by its challenges and obstacles, as even top marketing firms have found it difficult to successfully launch their existing brands into new markets. We outline three keys for global brand success: (i) understand the global consumer context; (ii) build a solid global marketing foundation; and (iii) strike a balance in global brand management. We raise a number of different issues and offer a number of different examples in each case.

Keywords:

  • global marketing;
  • global brands;
  • global branding;
  • global brand management;
  • global consumers