ABSTRACT
The years since the Second World War have seen an increasing tendency towards the internationalization of brands. Indeed, the term used to describe the process – ‘globalization’ – is itself comparatively recent. Increasingly, companies are recognizing that their competitiveness, even in domestic markets, is a reflection of their ability to develop their brands on a global basis. Their focus, progressively, must be to develop products and services which satisfy a wider range of consumer needs. With this growth comes increased expertise, successive product improvements, and economies of scale. As domestic markets have reached positions of virtual saturation, manufacturers have turned to new and often distant markets to ensure a continuation of their growth potential.
