• lardbucket

As companies expand globally, a brand like Coke or Nike can be the greatest asset a firm has, but it also can quickly lose its power if it comes to signify something different in every market. Successfully leveraging a brand’s power globally requires companies to consider aggregation, adaptation, and arbitrage strategies all at the same time, beginning with defining the universal “heart and soul” of every one of a company’s brands (aggregation) and then expressing that in suitable words, images,
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