Executive Insights - Brand expertise

97In the current context of globalization, firms have concentratedtheir efforts on the development of international brands. As aresult, international Brand portfolios have been restructured,and many successful local brands have been eliminated. Thisarticle s objective is to improve the understanding of localbrand differences and competitive advantages relative to inter-national brands. To achieve this, the authors reanalyzed theYoung & Rubicam database Brand Asset Valuator and exam-ined more than 744 brands across the four largest countries inEurope: the United Kingdom, Germany, France, and Italy. Theauthors discuss the managerial implications of the findings forinternational marketers as they develop their ideal interna-tional Brand with current trends in globalization, many inter-national companies have moved from a multidomestic mar-keting approach to a global marketing approach.

97 In the current context of globalization, firms have concentrated their efforts on the development of international brands. As a result, international brand portfolios have been restructured,

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