Brand Management in a Globalized Marketplace

Abstract

In a globalized marketplace, brand management has become increasingly complex due to diverse consumer preferences, cultural differences, and varying market dynamics. This paper explores the challenges and strategies of brand management in an international context, emphasizing the need for a cohesive brand identity while accommodating local nuances. It examines key principles of global brand management, including brand equity, localization versus standardization, and the impact of digital media. Through case studies and theoretical analysis, the paper provides insights into successful brand management practices and offers recommendations for companies navigating the intricacies of global branding.