Today′s high‐technology, global marketing environment has made
consumer product information available across national boundaries.
Explores how six multinational consumer product firms
(Colgate‐Palmolive, Kraft GF, Nestlé, Procter & Gamble,
Quaker Oats and Unilever) maintain, change or adapt different brand
names for identical or similar products. Field research was conducted in
supermarkets, medium‐sized grocery stores, department stores and drug
stores from 1993‐1995 in 67 countries on five continents. Brand and
country data were utilized to identify global, regional, spillover and
single country brands. Additional information was collected on country
of origin as well as point of sale. Product and brand distribution were
analyzed by firm and product type. Less than 1% of brands were global
brands (those found in 90% or more of the countries surveyed). Procter
& Gamble has the most global brands, with 8% of the brands studied
distributed in 50% or more of the countries. The majority of brands
(50‐72%) are available in three or fewer countries.
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