The Next Generation of Global Branding?

Coca-Cola is not an American brand, L'Oreal is not a French brand, and Samsung is not a Korean brand. Rather, they are global brands.

They are symbols of a global culture created by the Internet, travel, music and other influences that easily seep across borders. So what are the implications for brand strategists?

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Nick Wreden, MarketingProfs.com, October 19, 2004

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