BRANDING AND “BRANDS OF MULTINATIONAL CORPORATIONS” IN GLOBALIZATION PROCESS & GLOBAL ACTIVITY OF BRANDS

Abstract

It was seen in globalization process that some brands whose superiorities have been recognized in the World have become global brand due to the fact that their sales showed greatest increase thanks to global economy policies and direct foreign investments. In this study, the role of brand strategies of high-income businesses demonstrating high growth with the global economy in the background are investigated although in fact they have been existed earlier. Also, it is seen that since national markets in the old economy systems and international markets in global economy systems are quite different, the globalizing corporations determine their brand strategies by the global economy conditions. Because any product does not enter into the World economy at the same easiness since request and needs of the global consumption community are different due to the regional, local and cultural differences in the World in order for any product that is desired to be global brand to be offered to the World market in a qualified way. Therefore, since being active in the World market with any product having certain specifications entails to have a strong brand and high financial power, rather very big corporations in the World were only be able to operate in the initial and development years of the globalization. Within the scope of this study, remedies for much smaller businesses in the World to build a global brand in order to increase their incomes are being investigated.