Global versus Local Branding

Despite years of globalisation, there are very few real global brands. With a great variation in people and culture across the globe, products and branding need to be adapted to suit localalities without compromising the integrity of the global brand. Are huge spendings in marketing the only answer? Criticaleye talks to European Managing Director of LastMinute.com, Simon Thompson about these issues in this article which follows a 2008 Discussion Group on the matter.