Global brands in the digital era

Abstract

One of the most prominent words today definitely is digital. It is all around us. From products that are digital to a highest possible degree, to the digital management practices in operating different businesses, down to discussions on benefits and shortcomings of the digital society. At the same time, the world is becoming increasingly global, which is boosting digitization to a large extent. Related to different aspects of globalization, the paper is focused on researching possibilities that digitization is bringing within itself, which can be productive in a process of making (and empowering) global brands. Sharply increasing the amount of information that is available to global consumers today through digital touchpoints (Facebook, Twitter, or product-evaluation platforms), gives great opportunities for products/services to become globally branded. At the same time, for globally oriented companies it poses a threat of a free interpretation of intended information value about their brands.

Keywords

• globalization
• global brands
• digitization
• consumer decision journey