FullSurge in the Press

Building a Global Brand

By Mitch Duckler
As featured in AMA blog Elevate

b63f6a41b423b085771981a4283ab62a-american-marketing-association-signals-transformation-with-launch-of-new-brand-identity-ama_lockup1_black-1.jpg   All across the U.S., companies big and small are looking to tap into global audiences as a way to expand and grow. Emerging markets, such as China, India, Brazil, and Mexico, offer lucrative opportunities for brands to expand globally—so much so that Facebook CEO Mark Zuckerberg recently wooed Chinese audiences by speaking Mandarin.

As more and more companies see the world as their playground, creating a global brand that translates across borders becomes a bigger challenge for brand managers...

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