Professional paper

BUILDING GLOBAL BRANDS - CASE STUDY UNILEVER ICE CREAM

Tjaša Živko ; Faculty of Economics and Business Maribor, University of Maribor, Slovenia

Abstract

Main trend of globalisation goes towards melting the countries into a global village. This process is followed by an increasing number of global brands. Thereby global companies are looking for means of survival in this highly competitive, turbulent environment. This paper is divided into two parts: the first examines the importance of global brands in era of globalisation; the second part is based on a case study, which takes a close look at creation of global brand in global company Unilever, specifically ice cream products. It shows a possibility, where a new strong roof brand is created, without tenninating already established, strong local brands (this process can be theoretically described as a pillar model).

Keywords

global brand; company; pillar model; brand classification

Hrčak ID:

222694

URI

https://hrcak.srce.hr/222694

Publication date:

11.6.2002.

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