The several readings ("The Lure of Global Branding", "Are the Strategic Stars Aligned for Your Corporate Brand?", "Is Global Brand Marketing as Rewarding as it First Appears?", and "The Return of the Global Brand") address the efficacy of global branding. Drawing from those and other research, is global branding an effective strategy today? Explain.
Global branding capitalizes on economies of scale flowing from convergence of homogenized cultures and technology. Should this be viewed as a long-term expectation and thus have a place in strategic planning today? Why or why not?