Creating flexible global brands in federated organisations: A case study from a global not-for-profit

Creating the right global strategy for your brand requires a number of key considerations specific to your organization and target audiences. In this paper, we use the case study of GS1, a global not-for-profit organization operating in over 100 countries, to discuss approaches to competing across multiple geographies, the importance of unified global brand meaning, the value of establishing a global brand management structure, and ways to create consistent branding while retaining significant local flexibility.

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