Global Brand and Global Consumers

Abstract

In this era of digitalization, the world is now at the palm of the consumers due to high connectivity through the Internet. Consumers across the borders are simply a click away from a wide variety of global brands. However, the differences in cultural, political, technological, and environmental forces in the foreign country put the global marketers into a greater challenge to successfully operate their businesses. Hence, the marketers across the borders must be concerned about recent trends and tailored their marketing initiatives to adjust with the changing pattern. To ensure the success of the global brands, marketers should always be careful about several brand relates issues, such as satisfaction, trust, romance, love, and loyalty of the brands. Moreover, given the world as a melting pot of culture, global marketers have no choice but to follow hybridization, creolization, and glocalization strategies. Finally, today's global marketers must be careful enough regarding the digital generations (Gen Y and Z) as they offer themselves as a lucrative but challenging market.