GLOBAL BRANDING VS. LOCAL BRANDING: STRATEGIC TRADE-OFFS IN INTERNATIONAL MARKETING
DOI:
https://doi.org/10.5281/zenodo.20123467Keywords:
global branding, local branding, international marketing, consumer behavior, market share, hybrid strategy, competitiveness.Abstract
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
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