US Brands Abroad: An Empirical Study of Global Branding
- 1 January 1989
- journal article
- Published by Emerald in International Marketing Review
- Vol. 6 (1)
- https://doi.org/10.1108/eum0000000001499
Abstract
The topic of internationally standardised branding has been widely debated in the marketing literature. However, no studies have empirically examined the actual extent of international brand penetration and standardisation. Based on a survey of US brand managers of consumer products, this study found that while some 66 per cent of the responding brands are used abroad and most are internationally standardised, approximately 80 per cent of sales still come from the US market. Overseas, US brands generate most of their sales in culturally similar markets, specifically Canada and the United Kingdom.Keywords
This publication has 3 references indexed in Scilit:
- Standardization in international marketing: Is Ted Levitt in fact right?Business Horizons, 1986
- Adapting consumer products to lesser-developed marketsJournal of Business Research, 1984
- The Opportunity for World BrandsInternational Journal of Advertising, 1984