December 12th, 2002

cea pro choice

_____________________[PRO] Myth of Global Brands

In an era of growing tribalism and anti-capitalism, the concept of a brand being ‘global’ is meaningless. Initial analysis by Research International has grouped ‘global’ brands into three categories:

* ‘mythic brands’ – brands that are built upon powerful ‘mythic’ appeal with universal resonance (e.g. Nike, Sony, Levi, Nokia)
* ‘cultural brands’ – brands whose appeal is built upon specific cultural values (Armani, Burberry)
* ‘power brands’ – brands that are distributed globally but often marketed locally (Ariel, Dove).

The Myth of Global Brands