HOW GLOBAL BRANDS

COMPETE
PEDIBOINA SRIKANTH
PGDM, SEC C
In 2004 Douglas B. Holt, John A. Quelch and Earl L. Taylor
evaluate the current worldview of global brands and their overall
effect on various countries. They conducted an extensive study
into transnational brands versus non-global brands and their
impact on the consumers of the world.
HIGHLIGHTS OF THE STUDY

 Consumers worldwide are in awe of the political power of certain global

entities and their overall impact on societies, communities, nations and the
planet as a whole.
 There are three main characteristics that consumers look at when
considering a global brand. These are the factors that reign supreme in the
overall perception of global consumer brands.
FACTORS:

 QUALITY SIGNAL
 GLOBAL MYTH
 SOCIAL RESPONSIBILITY
• Aside from these deciding principals in the use of global products,
consumers from other countries have been concerned with the
ideals of Americans ever since the war in Iraq began.

• Anti -American sentiments are on the rise, leading to a drop in the

use of U.S. products.
 Overall, global consumer segments consists
of four main types of consumers

 Global citizens
 Global dreamers
 Anti- global
 Global agnostics
There are five main goals that global brands
should have when considering new
opportunities and new responsibilities.

• Thinking globally
• Managing the dark side
• Building credible myths
• Treating anti- globals as customer
• Turning social responsibility into entrepreneurship
THANK YOU