GLOBAL BRANDING VS. LOCAL BRANDING: STRATEGIC TRADE-OFFS IN INTERNATIONAL MARKETING
DOI:
https://doi.org/10.5281/zenodo.19997541Ключевые слова:
global branding, local branding, international marketing, consumer behavior, market share, hybrid strategy, competitivenessАннотация
This article examines the strategic differences between global branding and local branding in
international marketing, including their advantages and limitations. Using the cases of Nike, Apple, Anta Sports, and
Xiaomi, the study analyzes the impact of branding strategies on market share, revenue growth, consumer loyalty,
and competitiveness. The findings show that global brands benefit from international recognition, consistent image,
and premium positioning opportunities. Local brands gain advantages through cultural adaptation, flexible pricing,
and closer consumer relationships. The study concludes that a hybrid strategy combining global identity with local
responsiveness is the most effective approach for sustainable success in international markets.
Библиографические ссылки
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