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Is there really no hope for local brands?

Author

Listed:
  • Jean-Noël Kapferer

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

Abstract

Since Ted Levitt's seminal article on the globalisation of business, the case now seems closed. In all managerial and consulting circles, and in most business reviews, global brands are the only thing that count, and the process of global branding the only thing worth spending time on. Indeed, all multinational companies are now engaged in a fierce and drastic reduction of their brand portfolios, focusing exclusively on the brands able to be globalised. Recently, L Owen Jones, CEO of L'Oréal, explained the remarkable growth of the company by the concentration of its activity on 12 truly global brands. But is the argument so cut and dried? This paper reconsiders the arguments for globalisation in the light of local brand successes.

Suggested Citation

  • Jean-Noël Kapferer, 2002. "Is there really no hope for local brands?," Post-Print hal-00781548, HAL.
    • Handle: RePEc:hal:journl:hal-00781548
    DOI: 10.1057/palgrave.bm.2540066
    as

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    Citations

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    Cited by:

    1. Farías, Pablo, 2015. "Determinantes do sucesso de marcas globais e locais na América Latina," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 55(5), September.
    2. Hruška Vladan & Broumová Lucie & Píša Jan, 2017. "Assessing the Regionality Degree of Regional Products o The Ustí Region (Czechia)," European Countryside, Sciendo, vol. 9(4), pages 832-849, December.
    3. Pablo Farías, 2021. "The Local Aspect in the Successful Brands in Latin America: Empirical Evidence of Its Prevalence, the Role of Local and Global Companies, and Its Effect on Consumers," Sustainability, MDPI, vol. 13(2), pages 1-12, January.
    4. Bruckberger, Gianna & Fuchs, Christoph & Schreier, Martin & Osselaer, Stijn M.J. Van, 2023. "Retailing Groundedness: How to improve customer experience, brand perceptions, and customer loyalty through feelings of groundedness," Journal of Retailing, Elsevier, vol. 99(4), pages 594-604.

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