32902HollisAlagon
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Coyrigt © ESOMAR 2008 LA TIN AMERICA 2008 pART 1 / GLOBALISATION AS A REALITY - LOCALISATION AS AN OppORTUNITY ThE MYTh Of ThE INvIN CIBL E GLOBAL BRANd Understanding the drivers of brand loyalty Nigel Hollis Jorge Alagón INTROdUCTION i 983, m cm c t l m pucm Harvard Business Review: “g ccum c pc.” l w w , cmp wu mk m w w. l’ pc p pk m m mu cp (MnC) k . nw, w , cm uccu m m m k w. nm k Pmp, nk, Cc-C, t Mcd’ m c. t mz ucc u mu m. t qu , w, u m c m, pwu xcp w mk u c m “m” ? succu m k gk m – pp , u pp c upp . i c, u c u xcp u. bcu pp’ , u m c m cu x , w p c c, wu p, c cuu. lc , c cuu, j m- . W ppp mm m, c c cmp w, m m , m mu. i pp w w xm m c . i pc w xm w ucc um bz Mx c cu cuu uc ucc. OUR dEfINITION Of A SUCCESSfUL GLOBAL BRANd a u mc xm u w cc u u u ucc. U quu qu w c. M u c p w cum c cu. a cc c w cum cu k c wc w wu u ucc . W wu uccu c cuu p p w cum c cu cuu. bu u c c mk m c . W c c ucc u k c p c, cmp pp . i x c w c ju w m m c qu ju uccu .
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