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globalization has a great effective on brand orientation which most customers like every thing related to globalization
Globalization has really effected brand orientation to a great extent. Some twenty years back, there were only a few hubs where one could buy branded products and it was almost out of reach to a major chunk of the customers. But companies going trans-national, today almost every brand is available everywhere and has also become affordable. Therefore, the concept of branding has gone a see change and has forced even the most conservative companies in developing economies to brand their products in order to compete with the multi-nationals. If we are to understand that branded products are of better quality, then the effect of globalization on brand orientation has been positive.
