THE GLOBAL "VILLAGE" CONSUMER

"What do consumers expect of global brands?"
In a recent Harvard Business Review article professor John A. Quelch identifies the 3 characteristics consumers look for to make purchase decisions:

1) Quality Signal

"Global brands are very dynamic, always upgrading themselves" | "I like [global] brands because they usually offer more quality and better guarantees than other products."

2) Global Myth

"Global brands make you feel part of something bigger and give you a sense of belonging." | "Local brands show what we are; global brands show what we want to be."

3) Social Responsibility

"People recognize that global companies wield extraordinary influence, both positive and negative, on society's well-being (...) consumers vote with their checkbooks if they feel that transnational companies aren't acting as stewards of public health, worker rights, and the environment."