How global are global brands ? An empirical brand equity analysis

@inproceedings{Walter2010HowGA,
  title={How global are global brands ? An empirical brand equity analysis},
  author={Nadine Walter},
  year={2010}
}
The term “global brand” has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the “Best Global Brands” (with CocaCola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they are familiar with from their home country. Although media and… CONTINUE READING