Do Global Brands Benefit from a Unique Worldwide Image?


  • Isabelle Schuiling
  • Jean-Jacques Lambin



Global Brand, Strategies for Global Brand, Worldwide Image, Country of Origin, Global Marketing, Global Markets


The trend towards increased globalisation had a major impact on the branding strategies of international companies. Next to important economies of scale that a global brand can bring to the company, the advantage of benefiting from a unique worldwide image across markets is considered by managers as an important advantage to manage brands on a global basis. Companies have traditionally followed two types of strategies to create their global brands. One strategy has consisted of expanding successful local brands on international markets. The second strategy has consisted of creating global brands from the start. These brands are launched on a worldwide basis quasi at the same time.

Author Biographies

Isabelle Schuiling

Full Professor of Marketing, Université Catholique de Louvain

Jean-Jacques Lambin

Full Professor of Management, University of Milan-Bicocca




How to Cite

Schuiling, I., & Lambin, J.-J. (2003). Do Global Brands Benefit from a Unique Worldwide Image?. Symphonya. Emerging Issues in Management, (2), 17–26.