Nevertheless , global branding does not come without considerable challenges . Some challenges and risks of global branding are over-standardized products , using inappropriate marketing channels , underestimating the cost of global branding activities , etc . The values required from a global brand include : Recognition True global brands are the ones enjoying strong awareness of consumers , partners and competitors . These brands represent quality and trust and sustainability within their product lines . There is a sense of `safety ' in the heart of consumers when using the...











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