Transcription of Executive Insights - kapferer
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Executive Insights - kapferer
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.
100 Isabelle Schuiling and Jean-Noël Kapferer business. Unilever competed in Europe under different brand names (Robijn, Coccolino, and Mimosin), whereas P&G had a unique European brand, Lenor, in all countries.
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