The post-global brand

Abstract

In 1983, Theodore Levitt published ‘The globalization of markets’ in the Harvard Business Review. This article, based on only two cases, became the milestone of a wave of globalisation of brands by all multinational companies. One after another, these companies imposed brand globalisation at all costs. In 2005, it is possible to examine the costs and limitations of this phenomenon and recognise the need for a selective globalisation. Global brands should never forget that the business must also be local: this is the post-global brand.