Marcas globales: una breve revisión

Translated title of the contribution: Global brands: a brief review

Martín Nelson Hernani Merino, Gladys Rossana Montero Santos

Research output: Contribution to journalArticle in a journalpeer-review


Markets globalization has placed global brands as central players in the economic, cultural and psychological fields; the evidence is everywhere (Özsomer, Batra, Chattopadhyay Y Hofstede, 2012). Therefore, many multinational companies are altering their brand portfolios in favor of global brands (Özsomer et al, 2012;. Steenkamp, Batra Y Alden, 2003). Thus, this essay aims to analyze the concepts and research related to the construct of global brands. The paper seeks to understand the definition from different perspectives of what it means global brands; and later, briefly analyze the research of global branding. Finally, final considerations are discussed.
Translated title of the contributionGlobal brands: a brief review
Original languageSpanish
Pages (from-to)2-16
JournalJournal of Business
Issue number1
StatePublished - 2014


  • Global branding.
  • Marcas globales


Dive into the research topics of 'Global brands: a brief review'. Together they form a unique fingerprint.

Cite this