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Globalization |
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Brands generally arise in situations of plentiful production. In the US, there were boom periods for new brands after the Civil War in the 1860s and again after WWII. Manufacturers with extra capacity introduced brands as a way to encourage consumption, and as a result of competition with other producers seeking a larger share of a saturated market. Today, established brands come mostly from developed (Western) economies, though it seems only a matter of time before developing nations catch up and begin to see their own brands achieve success, regionally and globally.
The process of catching up is often uneven and unfair. Makers of established brands have an obvious advantage when entering a new or emerging market. They have the know-how and resources to market their brands, and can easily dominate local competition, either by importing or by making their branded goods locally.
Although producing locally creates jobs as well as providing know-how for local managers and workers, multinationals can drive valued and traditional local brands out of business simply because these lack the capital and aggressive management to defend their market. Governments, driven by politics rather than love of brands, don't help much. They tend to look after the jobs and |
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