The purpose of global brand management is to design, evolve and control a brand's global direction. This is done by defining and communicating the brand's core values - the what's and the how's of the brand. The execution of this communication lies in consistently applying a specific style, tone, and image.
The role of local brand management is to tweak and refine the communication of the global brand's core values by adjusting their execution to communicate meaningfully with each local market. Local brand building depends on an understanding of local trends and leveraging this knowledge in ways that the international marketing department can't.
Some useful strategies for managing a global brand are:
The keys to successful global brand management are:
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