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Summary
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Do Retail Brands Travel?
Conventional wisdom holds that great brands must present one face to the world—a consistent image that defines a product wherever consumers find it. But retail chains have found that while they can hang out their signs anywhere, consumers respond differently in every country. Understanding those differences is the key to building a successful retail brand across borders. A survey of 40 retail grocery and clothing brands in France, Germany, and the United Kingdom shows the importance of tailoring a brand's image to each national market.

The take-away: Understanding the differences among national markets is the essence of building a global retail brand. Good financial analysis and clever but uniform marketing are not enough. In presenting one face to the world, companies risk presenting the wrong face to entire nations.
  


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