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Local Brands:
Meeting unique local needs or tastes
Nostalgia – being a brand people grew up with
Local operational or logistical advantages
Strong community ties
Cultural identity
Global Brands:
The global brands are more stronger than the local ones; they were more often considered for purchase and received higher scores on almost all statements, including 'setting the trends', being 'very easy to recognize' and having 'very distinctive identities'. In general, our analysis suggests that global brands owe their strength to their reliance on the basics of brand-building.
