A powerful international brand withstrong and consistent image
Represents a group heading several brands and many activities
Embodies the global village, the appealing idea to feel at home
everywhere, to come across landmarks
Trans-cultural : "It offers something that is appealing and relevant
in all cultures."
5 Patterns of Relationship with Global Brands They like the brands and delight in their choices. Potentially fans of “classic” brands The “enthusiasts” They do not care about what the brands do or their social policies The “pragmatics” They require from the brand ethical values and traceability The “ethical”: They are willing to act in an organized way to penalize a brand The “activists” Similar profile but their dissent remains a vague desire The “resigned critics” They are willing to act in an organized