Global Marketing Strong Brands Superior to Imposed Global Brands Aaker and Joachimsthaler reveal the temptation of global branding in their article �The Lure of Global Branding� (1999). However, they also warn companies that consolidating marketing into one global theme may cause more problems than advantages. In order to take advantage of the pros, four ideas are identified in respect to brand leadership. The authors used interviews of 35 companies that have developed successful brand as their method to their research. Although they did not disclose more information about their method or the companies, the insight they offer appears both valid and reliable. The use of examples helps to strengthen these ideas. Sharing Insights and Practices The first idea is that companies must stimulate the sharing of insights and best practices across countries. One location must find out, and be open to learning from, programs that have either failed or worked in other locations. In order to facilitate this open communication must be established. Tools to help this include incentives, regu......

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