Glocalisation Of Brands 

Organizations across the world are constantly striving to achieve boundaryless branding in order to attain top recall value. This refers to a situation where companies internationalize their image and global companies localize theirs to match the local market conditions. Thus companies have realized the importance of getting international flavors in their brands as it reflects the values of the enterprise. “Think global, act local” is a critical strategy for most global companies and modifying one’s core business culture and practices to suit a new market is the key to survival. A global company with a local strategy but adapting locally is known as “glocalisation”. Global brand management has assumed greater importance with increased globalization. Therefore, global brand building needs to be carefully managed by taking into account the brand’s salience, performance and imagery. The strategy should be modified to suit local needs and expectations for appropriate judgment and feelings for the brand among local consumers. This book deals with the nitty-gritty of glocal branding which is important in today’s globally competitive market place. It outlines the concept and evolution of the term glocalisation, essence of glocalisation of foreign brands for succeeding in the local market. The new wave of glocalisation and strategies to be adopted for succeeding in glocalisation of brands in the globally competitive market have been comprehensively discussed in the book through relevant case studies. This book will serve as a valuable reference for Brand Managers, Marketing Managers, Advertising Agencies, Marketing Consultants, Media Managers, Marketing Management Teachers and Students.