In addition to taking advantage of the outstanding growth
opportunities, the following drives the increasing interest in taking
brands global:
- Economies of scale (production and distribution)
- Lower marketing costs
- Laying the groundwork for future extensions worldwide
- Maintaining consistent brand imagery
- Quicker identification and integration of innovations (discovered worldwide)
- Preempting international competitors from entering domestic markets or locking you out of other geographic markets
- Increasing international media reach (especially with the explosion of the Internet) is an enabler
- Increases in international business and tourism are also enablers
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