Яшил иқтисодиёт ва тараққиёт Том 4 № 5 (2026)
GLOBAL BRANDING VS. LOCAL BRANDING: STRATEGIC TRADE-OFFS IN INTERNATIONAL MARKETING
Abdullaev, Aziz, Mamasolieva, Kamila, Akhmedova, Zaynabkhon
Аннотация
This article examines the strategic differences between global branding and local branding in internationalmarketing, including their advantages and limitations. Using the cases of Nike, Apple, Anta Sports, and Xiaomi, the studyanalyzes the impact of branding strategies on market share, revenue growth, consumer loyalty, and competitiveness.The findings show that global brands benefit from international recognition, consistent image, and premium positioningopportunities. Local brands gain advantages through cultural adaptation, flexible pricing, and closer consumerrelationships. The study concludes that a hybrid strategy combining global identity with local responsiveness is the mosteffective approach for sustainable success in international markets
global branding, local branding, international marketing, consumer behavior, market share, hybrid strategy, competitiveness.
Источник метаданных: OAI-PMH архив журнала · Sindex не хранит полный текст, а даёт ссылку на источник.