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Brand Aid, 2nd Edition by Brad VanAuken

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16

global branding

While many consumer-goods markets in the West are stagnating, 65 percent of the world’s population lives in societies that are experiencing economic growth of 5 percent or more a year. While the baby boom occurred between 1945 and 1960 in the United States, much of the rest of the world is still experiencing a baby boom that began in 1975. The average person in the rest of the world has seen his or her standard of living double in the past fifteen years, far surpassing that of the United States or Western Europe. Put very simply, today most of the growth potential in consumer markets exists outside the United States and Western Europe.

Benefits of Global Branding

Outstanding growth opportunities are one of the benefits that ...

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