A brand extension uses an existing brand name on a new product in a new category to benefit from the existing brand name’s attribute and imagery awareness and associations to gain consumer trial, retailer distribution, and so forth, in the new category. For example, a cross-category brand extension could be one in which a car brand, such as Porsche, extends into categories such as pens or eyeglasses.
Before assessing what is known about GBM, we begin by painting the background that put global brands in the center stage. Developments accelerating the trend toward global market integration include the emergence of global media, the Internet, and mobile communications, the free movement of capital and goods leading to worldwide investment and production strategies,
