Building a Global Brand: Creating a Foundation Built on Global Commonality


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The globalization of America’s consumer culture makes it easy for world travelers to get a familiar taste of home. Feeling homesick in Bangkok? Just stop and smell the latte at any of the city’s 34 Starbucks. You won’t need your English/Danish dictionary to order your favorite sandwich at a McDonald’s in Copenhagen — just say cheeseburger. And no matter where in the world you might be, chances are excellent that you’ll be able to quench your thirst with a locally obtained Coke or Pepsi, and it will taste just the way you expect it to.
While it’s easy to come up with examples of successful global branding in the consumer world, even pharmaceutical industry veterans have a hard time listing equivalents from their own industry. The reason is simple; there have been very few global…