Cechy i potencjał marek globalnych
THE FEATURES AND POTENTIAL OF GLOBAL BRANDS
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This paper presents the recent state of theory on global brands, their most distinguished features and potential, and identifies the economic sectors most capable of creating them. Possible brand strategies on the international market have been discussed and compared with global brand creation. Current attempts to define this phenomenon in scientific papers and commercial publications are discussed. Using data available in consulting agency reports on global brands, the author compiles a list of the most successful global brands in 2008–2009 along with their countries of origin. Finally, elements fundamental to the successful creation of global brands are suggested.
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