Building a Global Brand Is Not Easy

Dominique Turpin, Nestlé professor and president of IMD business school, says that big global brands are now born everywhere but building one is not easy.

Much as in developed markets, a brand must offer something meaningful, innovative and different for the consumer. And the innovation does not relate only to the product. It also applies to pricing, advertising, communications and a company’s entire business model.

This all looks simple on paper but is hard to put into practice.

Read the entire article here.

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