The Branding Dilemma: Why Local Brands Might Be Stronger Than Global Brands?

This paper discuss the conditions which may allow local brands to outperform global ones in order to show that there is a higher chance for local brands to succeed than what is commonly thought. Together with current globalization trends, global brands are expanding everywhere as they build on their high level of economic resources and rich experiences in various markets. Even though global synergy is sometimes important for customers, it might cause the death of local brands which have a unique value for domestic customers. The aim of this study is to offer valuable insights into the decision-making process that determines whether or not a local brand can be kept within an MNC's portfolio, as well as to discuss the hope and opportunities of local companies in their struggle to compete with global corporations. It will be shown that LCs remain to play an important role in the development of the domestic market, which is why companies should not give up on them that easily. The decision-making process of LCs is therefore also outlined in this research paper.