Brand Building Challenges in Global Market: An Overview
Marketing has undergone a constant transformation amidst environmental changes at rapid pace, and so has branding exercise in the last forty years.Brand building has been challenging for the brand custodians in scopes and scales at local and global level. In this backdrop, the purpose of this paper is to explore the key challenges of global brand building. The data collection method is secondary. The findings show that marketers are faced with the challenges on the key elements, such as innovation, loyalty, positioning, counterfeiting, among others. The significance of the study lies in the rich and detailed antecedents, several apt examples - all highly insightful to the academia, industry, budding researcher, students, and so on.
Key words- Branding, Innovation, Benefits, Customers, Management,