Can there be a global brand strategy? This question is not only context specific but also very much driven by understanding customer needs. Professor Nitish Singh discusses with Leona Frank, Manager of European Brand Strategy and Localization at VistaPrint, how research can provide valuable insights to help a company decide the best mix of global versus local in its brand strategy. The discussion further goes into implementation aspects of creating a truly localized experience for consumers worldwide.

This Global Marketing Insight video is provided by Brand2Global, the conference for global marketers, September 28-29, 2016 in Silicon Valley. Brand2Global Conference is an annual event designed for professionals who drive global marketing and are responsible for international market share and revenue. If you’re a global marketing practitioner, this is the conference for you. Learn more.