Global Brands

Global Brands are those brands that cross borders to add value to their brand name, they reflect the same set of values around the world. They expand to different countries staying true to their origin, culture and background. Their products are easily recognizable by a diverse set of customers.

Examples of famous italian global brands that all give a sense of high quality, milan fashion week and luxurious lifestyle wherever they are sold are:

Gucci, Armani, Valentino, Prada, Dolce and Gabbana, Robertto Cavalli, Fendi and Bottega.

 However, some global brands might face difficulties in two different ways. First is being accepted by the country they are moving into, customers who are unfamiliar with the brand might be resistant to the new change. And second, the brand might have difficulties in staying true to their origin or presenting their culture in the best image possible.

Moreover, some global brands find that even when they would need to stay true to their origin they would need to adapt to the new country they are in.

For example, McDonalds menu differs from one country to the next, for example in the gulf mcdonalds sels McArabia, which has a hint of Arabic spices, in India they sell the McAloo tiki and in Japan they sell the McTeryaki

Analyzing Global Brands:

Disney 


If we take a look at Disney as a global brand that is known world wide we can see that it targets not only the young generation (ages 0-13) with all the cartoon and animation, but also the old generation that still have a willingness to live their youth and add a bit of magic to their life.  Their brand strength is that they will always remain the worlds leading magical cartoon store seeing as they have been that way for over a 100 years now. They have disney stores in many different countries such as the states, France, Malaysia and the UK and can be recognized by any child as soon as he or she spots the logo. Along that the Disney channel always them to be recognized globally to even the countries that do not have a disney store. They hold a strong brand image and position themselves high in the market and I wouldn't be able to say that they have any competition at this stage, even Warner brothers would really be considered competition. They do not specifically have a culture other than the fact they are generally an American based brand but have a diversified set of cartoon characters that represent many different cultures. It is also seen that Disney has had collaborations with different brands such as gap and h&m, but they also branch out into Disney Vintage which is a small different clothing line of theirs.