Whither global branding? The case of food manufacturing

Abstract

This paper is a discussion of global branding and its future in food manufacturing. What defines a global food brand? Why are global brands attractive to food manufacturers? How are global food brands achieved?

Global food brands have to overcome substantial barriers in order to succeed, which accounts for their relatively small number. Food manufacturers have found difficulty in adjusting strategically to the rapidly changing structure and environment in the food market. Accordingly, global branding from food manufacturers has passed its peak. It is unlikely that there will be another food product with the global presence of Coca-Cola. The number of major food manufacturers is in decline. Food branding from manufacturers has a limited future.