How global brands compete

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<namePart>Holt, Douglas B.</namePart>
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<namePart>Quelch, John A.</namePart>
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<abstract>Consumers look to global brands as symbols of cultural ideals. They use brands to create an imagined global identity that they share with like-minded people. Transnational companies therefore compete not only to offer the highest value products but also to deliver cultural myths with global appeal</abstract>
<note type="statement of responsibility">Douglas B. Holt, John A. Quelch, Earl L. Taylor</note>
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<text>nº 9, September 2004 ; p. 68-75</text>
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