FMCG Branding - L'esempio del business del gelato

In an attempt to explore why branding is different across countries, researchers have examined and established various conceptions relating to local versus global branding in times of globalization. The debate between proponents of globally standardized brands and proponents of locally adapted brands has led to a high amount of literature showing the advantages and disadvantages of local versus global brands. However, there is still a necessity to deepen these findings. In spite of the literature on this issue, the question of how different brand elements (brand name, logo, symbol, and packaging) provoke whether a consumer perceives a brand as being local or global remains unanswered. At the same time, another important question arises: why do consumers prefer local or global brands and what benefits do they link to the respective brands. In view of these three directions for research, this thesis proposes to find out, firstly, why brands differ across countries in terms of company internal and company external reasons; secondly, which brand elements drive consumers to perceive brands as being local or as being global; and thirdly, what effects local versus global brands can have on the brand equity in terms of awareness and brand image. A questionnaire applied to the fast moving consumer goods industry and to the ice cream business in particular was answered by 180 German, Italian, French and English consumers in order to provide data to test the research questions stated above and to conduct cross-cultural comparisons. Analysis of the data indicates that local and global brands benefit both from structural advantages and disadvantages. More precisely, different levels of brand equity in terms of brand awareness and brand image were analysed within the context of local versus global branding in order to decide between globally standardized and locally adapted brands. Answers varied from country to country, but global brands were generally seen as being more trendy and prestigious, whereas local brands were perceived as being more reliable and down-to-earth. The results of the research have numerous scientific and managerial implications in terms of successful branding and should serve to improve and direct future research.