Introduction
Global branding can be simply referred to the process whereby a company directs its efforts at spreading its name, brand, and logo worldwide. According to Chabowski, Samiee, and Huit (as cited in Lu, 2014, p.36), “global branding is defined as the manner in which firms select, manage, and control their brands across international markets”. Firms follow the global branding strategy for several reasons like obtaining access to fast growing markets, exploiting economies of scale, and broadening the customer base. If a company manages to apply global branding and brand positioning strategies collectively in a thoughtful manner, surely it can take greater advantages ...
