Global Brands vs Local

1191 WordsApr 8, 20125 Pages
“Global Brands vs. Local Brands” A big issue facing the international marketing world today is whether global branding is better then local branding. Consumers all over the world have many different opinions on whether they like purchasing products from big corporate, multicultural companies or the local mom and pop shops that they have grown to know, and became comfortable with. The pros and cons of both global and local branding vary from good and bad. In my opinion local branding are still superior to global branding in the society today. There are many commodities that make global brands great and successful. In the United States today us as Americans buy mostly global brands. Not many products sold in stores today say “Made in…show more content…
Local brands also benefit from strong brand equity benefit from higher consumer awareness than international brands do. Local brands also tend to have a stronger brand image because people recognize it more. A lot of people are sometimes more comfortable or trust, which can also be mistaken as ignorant, the products that are made in one 's nation. Local companies have also developed that relationship and trust over a long period of time, where as a big transnational company might have a hard time coming in and developing that relationship with the local folks. Prices are also always on peoples minds especially in today 's world where the economy is not as strong. Local brands have a tendency to be lower then the prices of the big transnational companies. Local people might take a lesser quality product because its of price instead of the higher priced “name brand”. The many advantages of the local brands can also be negatives. Global brands traditionally have more flexibility, which constitutes that they have more funds financially. The local brands do not have as much flexibility to market their products like the global companies do. Prime-time television spots and billboards are expensive and most local companies do not have the money to compete with the “big boys”. That can really hurts them when trying to get their product out in the field because if you can not make your product known outside your geographical location then it might mean a death sentence for
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