The Wide World of Branding

  • Terry Oliver


Much of this book is about the development and protection of global brands. However, it is important to recognise that at the present time most brands are not world brands at all — they are national brands that occupy a particular local niche and function only in their home markets. Such local brands fall into two categories:
  1. (1)

    Brands which are similar to other brands in other countries in terms of formulation, function and appearance but which for a number of reasons — for example, tariff barriers, established competition in overseas markets, trademark problems or lack of interest on the part of their owners — are not sold outside their home markets.

  2. (2)

    Brands which are so idiosyncratically adapted to their home markets that they are unlikely to have immediate appeal in foreign markets.



Foreign Market Domestic Market Foreign Product Home Market European Economic Community 
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Copyright information

© John M. Murphy 1987

Authors and Affiliations

  • Terry Oliver

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