Cyberbranding: Brand Building in the Digital Economy

Brands with No Boundaries

The concept of branding is universally known. Only countries have borders; brands do not, as long as they are respectful of global issues. Brands travel across global boundaries and impact different nations in various ways. Global marketers strive to achieve a balance between art and science. The art of branding is its creative meaning that is universally accepted by all. Global brands are capable of enlightening scores of populations, bringing experience and fulfillment of expectations. The science is the careful research and development of the global brand, the precise method of communication, and the calculated timing of its message. When the balance of art and science is achieved, it doesn’t matter if Coke is bought ...