GLOBAL BRAND SURVEY
In 2003, the Center on Global Brand Leadership produced a Global Brand Survey that compared the trends and best practices of brand management internationally.
The study surveyed 150-200 upper level and senior managers in each of four countries (USA, Germany, Spain, South Korea) to compare trends and best practices on a range of issues including: general brand management, branding tools and objectives, industry benchmarking, country-specific evaluation of brand management, and employees and brands.
The results included best practices in brand management, forecasts of changing priorities in each country, case studies of brand innovators, and comparative international analysis.
The Global Brand Survey was conducted by the Centers at Columbia Business School (USA), the University of Munich (Germany) and Yonsei University (Korea) in the fall of 2002, with the ESADE (Spain) forecast completed in 2003.
Please follow the links below to view highlights of the Global Brand Survey listed by country.
Highlighted results of 2003 Global Brand Survey: USA
Highlighted results of 2003 Global Brand Survey: Germany
Highlighted results of 2003 Global Brand Survey: Korea
Highlighted results of 2003 Global Brand Survey: Spain (Spanish)
