The Reality of the Eurobrand: An Empirical Analysis

Abstract

This article considers the issue of the globalization of brands, relating the concept to the European arena. While the evidence for global brands is mixed, in Europe the opening up of the Single Market suggests opportunities for marketers to reap the benefits of harmonization of laws relating to advertising, the development of pan-European media, and “reciprocity.” Through empirical research of the 100 top UK brands in consumer non-durables, this study examines the preponderance of pan-European brands and discovers what modifications are needed to the marketing strategy of a brand to achieve pan-European sales. It also presents the factors that are considered to have most influenced these modifications. A definition of the term “pan-European,” from the point of view of the respondents themselves, is also offered.