What kinds of goods and services does coca cola have?

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March 27, 2013 11:22PM

Perhaps the simplest way of understanding the current status of

global branding is to look at Milward Brown's database covering

10,000 top brands in 31 countries. Only 16% are recognized in more

than one country, and only 3% are recognized in more than


Note that this is the situation more than a quarter century

since the late Ted Levitt, once my colleague at Harvard, published

his manifesto, "The Globalization of Markets," proclaiming that

customers everywhere increasingly want the same thing. Simply

because it is fashionable to make such proclamations doesn't mean

that it is profitable to take them seriously. Rather, the reverse

is true.

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