Summary

"Global Branding in a digital World"

International advertising is considered to be the condition for developing strong brands and augurs at the same time cost cutting, as far as the same TV-commercials and advertisements can be used internationally. Looking at some automobile commercials that are celebrated throughout Europe, the international brand management seems to be the king’s road for creative campaigns. However, such a success is only possible, if the division of work on main issues is settled beforehand between the headquarters and the foreign subsidiaries. Otherwise, organizational barriers and personnel conflicts impeding the cooperation and stifling any creativity are predetermined.

Source: Dmoch, T. (2012), „Global Branding in a digital World“, Planung & Analyse, Vol. 39, No. 1, p. 120-124.