P/M/278. In an area of globalisation, marketers nowadays need to pursue fundamental strategic principles such as building brand loyalty, precision segmentation, based on clear understanding of customer behaviour notion. This is essentially driven by the multinational corporations (MNCs and MNEs) investing on building of handul of global brand which achieve global competition and market dominance. Discuss

This paper investigates whether in an are of globalisation, marketers nowadays need to pursue fundamental strategic principles such as building brand loyalty, precision segmentation, based on clear understanding of customer behaviour notion. This is essentially driven by the multinational corporations (MNCs and MNEs) investing on building of handul of global brand which achieve global competition and market dominance. Paper refers to the various strategies which are employed by marketers and brand managers in order to achieve and maintain global brand as a tool of defence and market dominance.