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America, The World, and the New Challenges for Global Brands Corporate Communications Institute April 28,

America, The World, and the New Challenges for Global Brands

America, The World, and the New Challenges for Global Brands Corporate Communications Institute April 28, 2004

Corporate Communications Institute April 28, 2004

America, The World, and the New Challenges for Global Brands Corporate Communications Institute April 28, 2004
America, The World, and the New Challenges for Global Brands Corporate Communications Institute April 28, 2004

PresentationPresentation toto cover:cover:

PresentationPresentation toto cover:cover: • How the World Sees America Today • What’s Changed Since the 1990s

How the World Sees America Today

What’s Changed Since the 1990s

Americans Themselves: A Greater “Disconnect”

Is America In Tune With The World’s Values?

So What? The Impact on US Brands

The New Challenges for Global Brands

America In Tune With The World’s Values? • So What? The Impact on US Brands •
America In Tune With The World’s Values? • So What? The Impact on US Brands •
Listening to 30,000+ consumers worldwide since 1995 -- 1,000 1-hour+ interviews per country with people
Listening to 30,000+ consumers worldwide since 1995 --
1,000 1-hour+ interviews per country with people aged 13-65

RoperRoper ReportsReports WorldwideWorldwide 20042004

Representative of 1.3 billion consumers worldwide
Representative of 1.3 billion consumers worldwide
20042004 Representative of 1.3 billion consumers worldwide National sample (North America 17%; West Europe 17%)
National sample (North America 17%; West Europe 17%) National urban w/o lowest SES (Developing Asia
National sample (North America 17%; West Europe 17%)
National urban w/o lowest SES (Developing Asia 30%;
Latin America 11%; Other markets 6%)

National urban (Developed Asia 10%; Central Europe/Middle East 8%)

Asia 30%; Latin America 11%; Other markets 6%) National urban (Developed Asia 10%; Central Europe/Middle East
Asia 30%; Latin America 11%; Other markets 6%) National urban (Developed Asia 10%; Central Europe/Middle East
HowHow thethe WorldWorld SeesSees AmericaAmerica TodayToday

HowHow thethe WorldWorld SeesSees AmericaAmerica TodayToday

HowHow thethe WorldWorld SeesSees AmericaAmerica TodayToday
HowHow thethe WorldWorld SeesSees AmericaAmerica TodayToday
WhatWhat AreAre PersonalPersonal Values?Values? Rene Magritte: “Personal Values” “The things that act as the

WhatWhat AreAre PersonalPersonal Values?Values?

Rene Magritte: “Personal Values”
Rene Magritte: “Personal Values”

“The things that act as the guiding principles in your life and give meaning to your life”

or

Whatever is important to you

that act as the guiding principles in your life and give meaning to your life” or
Examples of Values Statements Name of the value and a description Wealth: Having material possessions,

Examples of Values Statements

Name of the value and a description

Wealth:

Having material possessions, a lot of money

Open-mindedness:

Being broad-minded

Honesty:

Being sincere, having integrity

Looking good:

Seeking the utmost attractive appearance

Having fun:

Having a good time

Being sincere, having integrity Looking good: Seeking the utmost attractive appearance Having fun: Having a good
Being sincere, having integrity Looking good: Seeking the utmost attractive appearance Having fun: Having a good
American Culture: American Culture: Wealth, Power, Freedom, Fun Wealth, Power, Freedom, Fun % who attribute

American Culture:

American Culture:

Wealth, Power, Freedom, Fun

Wealth, Power, Freedom, Fun

% who attribute listed value as important to American culture (base: value is extremely/very important to them)

Wealth Power Freedom Enjoying life Having fun Pleasure Status Material security Ambition Self-reliance Sex 90%
Wealth
Power
Freedom
Enjoying life
Having fun
Pleasure
Status
Material security
Ambition
Self-reliance
Sex
90%
88
87
87
87
84
83
83
82
82
82
American Culture: American Culture: Not Faith, Equality, Honesty Not Faith, Equality, Honesty % who attribute

American Culture:

American Culture:

Not Faith, Equality, Honesty

Not Faith, Equality, Honesty

% who attribute listed value as important to American culture (base: value is extremely/very important to them)

Modesty Simplicity Social tolerance Tradition Traditional gender roles Thrift Spirituality Enduring love
Modesty
Simplicity
Social tolerance
Tradition
Traditional gender roles
Thrift
Spirituality
Enduring love
Respecting ancestors
Obedience
Stable per. relationships
Honesty
Equality
Faith
51%
47
41
41
41
41
37
37
37
35
34
33
33
33
Countries Most Aligned Countries Most Aligned With American Culture With American Culture % who attribute

Countries Most Aligned

Countries Most Aligned

With American Culture

With American Culture

% who attribute their values as important to American culture (base: value is extremely/very important to them)

72% USA Venezuela Taiwan Philippines Brazil Australia Hungary South Africa India Korea Japan Poland Mexico
72% USA
Venezuela
Taiwan
Philippines
Brazil
Australia
Hungary
South Africa
India
Korea
Japan
Poland
Mexico
Russia
Thailand
84%
80
79
76
75
75
75
74
74
73
72
72
72
72
Countries Least Aligned Countries Least Aligned With American Culture With American Culture % who attribute

Countries Least Aligned

Countries Least Aligned

With American Culture

With American Culture

% who attribute their values as important to American culture (base: value is extremely/very important to them)

72% USA Singapore Hong Kong China Argentina Indonesia Canada Czech Republic U.K. Sweden Italy France
72% USA
Singapore
Hong Kong
China
Argentina
Indonesia
Canada
Czech Republic
U.K.
Sweden
Italy
France
Spain
Turkey
Saudi Arabia
Germany
Egypt
71%
70
70
70
68
68
66
65
63
63
63
59
57
55
55
55
What’s What’s Changed Changed Since Since the the 1990s 1990s

What’sWhat’s ChangedChanged SinceSince thethe 1990s1990s

What’s What’s Changed Changed Since Since the the 1990s 1990s
What’s What’s Changed Changed Since Since the the 1990s 1990s
World’s Perception of America: More Power, “Striver” Values Top values attributed to American culture (base:

World’s Perception of America:

More Power, “Striver” Values

Top values attributed to American culture (base: values extremely/very important)

1999

2004

Wealth Freedom Sex Having fun A varied life Health & fitness Enjoying life Adventure Power Self-reliance Material security Internationalism Knowledge

Wealth Power Enjoying life Freedom Having fun Pleasure Status Ambition Health & fitness Material security Knowledge Self-reliance Sex

fitness Material security Knowledge Self-reliance Sex Based on consistent valu es set and total population
fitness Material security Knowledge Self-reliance Sex Based on consistent valu es set and total population

Based on consistent values set and total population weighting (1999/2004)

Most Notable Declines: Internationalism, Altruistic Values Drop Change in rank of values attributed to American

Most Notable Declines:

Internationalism, Altruistic Values Drop

Change in rank of values attributed to American culture (base: value is extremely/very important)

Change 1999 Rank 2004 Rank in Rank Internationalism Equality Excitement A varied life Adventure Curiosity
Change
1999 Rank
2004 Rank
in Rank
Internationalism
Equality
Excitement
A varied life
Adventure
Curiosity
Sex
Justice
Social tolerance
Social stability
Individuality
Open-mindedness
Preserving the environ.
11
29
-18
28
42
-14
14
27
-13
5
17
-12
6
16
-10
16
26
-10
3
13
-10
26
35
-9
43
52
-9
33
41
-8
17
24
-7
30
-6
36
-6
24 30
24
30
43 52 -9 33 41 -8 17 24 -7 30 -6 36 -6 24 30 Based

Based on consistent values set and total population weighting (1999/2004)

Values Alignment: Shifts from 1999 Change in rank (1999 v. 2004): % of total values

Values Alignment: Shifts from 1999

Change in rank (1999 v. 2004): % of total values attributed (by listed country) to American culture (base: total values that are extremely/very important to country)

2004 Rank Change in Rank from 1999 1 Venezuela 9 2 Taiwan 3 3 Philippines
2004 Rank
Change in Rank
from 1999
1
Venezuela
9
2
Taiwan
3
3
Philippines
19
4
Brazil
21
5
Australia
2
6
Hungary
0
7
South Africa
2
8
India
16
9
Korea
4
10
Japan
-6
11
Poland
7
12
Mexico
16
13
Russia
-11
14
Thailand
-11
7 12 Mexico 16 13 Russia -11 14 Thailand -11 2004 Rank Change in Rank from
2004 Rank Change in Rank from 1999 15 USA -14 16 Hong Kong 0 17
2004 Rank
Change in Rank
from 1999
15 USA
-14
16 Hong Kong
0
17 China
-9
18 Argentina
5
19 Canada
-4
20 Indonesia
-3
21 Czech Repub
-9
22 U.K.
-8
23 France
-2
24 Italy
-5
25 Spain
-5
26 Turkey
1
27 Saudi Arabia
-1
28 Germany
-17
Fall in Values Alignment: Western Europe, US Lead Declines Change in rank of highest values

Fall in Values Alignment:

Western Europe, US Lead Declines

Change in rank of highest values alignment (1999 v. 2004):

% of total values attributed (by listed country) to American culture (base: total values that are extremely/very important to country)

Germany USA Russia Thailand Czech Repub China UK Japan Spain Italy -17 -14 -11 -11
Germany
USA
Russia
Thailand
Czech Repub
China
UK
Japan
Spain
Italy
-17
-14
-11
-11
-9
-9
-8
-6
-5
-5
Germany USA Russia Thailand Czech Repub China UK Japan Spain Italy -17 -14 -11 -11 -9
Americans Themselves: Americans Themselves: A Greater Disconnect A Greater Disconnect

Americans Themselves:

Americans Themselves:

A Greater Disconnect

A Greater Disconnect

Americans Themselves: Americans Themselves: A Greater Disconnect A Greater Disconnect
Americans Themselves: Americans Themselves: A Greater Disconnect A Greater Disconnect
Americans Associating Americans Associating Fewer Values with Their Own Culture Fewer Values with Their Own

Americans Associating

Americans Associating

Fewer Values with Their Own Culture

Fewer Values with Their Own Culture

% Americans who attribute listed value as important to American culture (base: value is extremely/very important to them)

1999 2004 94 93 94 87 87 88 85 83 84 82 80 79 75
1999
2004
94
93
94
87
87
88
85
83
84
82
80
79
75
76
75
75
70
71
70
63
62
63
59
59
57
57
54
55
56
51
53
50
40
37
Total Population Weighting Preserving the environment Being in tune with nature Internationalism Social
Total Population Weighting
Preserving the
environment
Being in tune
with nature
Internationalism
Social
responsibility
Open-
mindedness
Modesty
Creativity
Curiosity
Enduring love
Adventure
Individuality
Spirituality
Wisdom
Authenticity
Faith
Health and
fitness
Social
tolerance

Freedom

Leisure

Freedom Leisure Holding Steady: Holding Steady: Power, Freedom, Fun, Family Power, Freedom, Fun, Family % Americans

Holding Steady:

Holding Steady:

Power, Freedom, Fun, Family

Power, Freedom, Fun, Family

% Americans who attribute listed value as important to American culture (base:

value is extremely/very important to them)

1999 2004 93 93 94 94 92 91 93 91 89 90 85 83 84
1999
2004
93
93
94
94 92 91
93 91
89
90
85
83
84
79
80
77
59
55
Total Population Weighting Protecting the family Power Enjoying life Having fun Beauty Respecting ancestors
Total Population Weighting
Protecting
the family
Power
Enjoying life
Having fun
Beauty
Respecting
ancestors
Pleasure
Population Weighting Protecting the family Power Enjoying life Having fun Beauty Respecting ancestors Pleasure
American Altruists Report American Altruists Report Largest Decline in Values Alignment Largest Decline in Values

American Altruists Report

American Altruists Report

Largest Decline in Values Alignment

Largest Decline in Values Alignment

% of total values attributed (by U.S. value segment) to American culture (base: total values that are extremely/very important to U.S. value segment)

1999 2004

% pt change

86%

77%

-9

88%

75%

-13

85%

72%

-13

85%

69%

-16

80%

64%

-16

83%

64%

-19

Total Population Weighting

 
72% -13 85% 69% -16 80% 64% -16 83% 64% -19 Total Population Weighting  
72% -13 85% 69% -16 80% 64% -16 83% 64% -19 Total Population Weighting  
26% now is a good time to buy KYOTO AGREEMENT ThenThen andand Now:Now: DisconnectDisconnect Explained?Explained?

26% now is a good time to buy

26% now is a good time to buy KYOTO AGREEMENT ThenThen andand Now:Now: DisconnectDisconnect Explained?Explained? 1999
26% now is a good time to buy KYOTO AGREEMENT ThenThen andand Now:Now: DisconnectDisconnect Explained?Explained? 1999

KYOTO AGREEMENT

ThenThen andand Now:Now: DisconnectDisconnect Explained?Explained?

1999

Now:Now: DisconnectDisconnect Explained?Explained? 1999 34% now is a good time to buy Unemployment 4.1% 2004

34% now is a good time to buy

Unemployment 4.1%

2004

1999 34% now is a good time to buy Unemployment 4.1% 2004 Corporate Trust? KYOTO AGREEMENT
1999 34% now is a good time to buy Unemployment 4.1% 2004 Corporate Trust? KYOTO AGREEMENT

Corporate

Trust?

a good time to buy Unemployment 4.1% 2004 Corporate Trust? KYOTO AGREEMENT 13% concerned about recession
KYOTO AGREEMENT 13% concerned about recession and unemployment
KYOTO AGREEMENT
13% concerned about
recession and unemployment

Unemployment 5.7%

27% concerned about recession and unemployment

13% concerned about recession and unemployment Unemployment 5.7% 27% concerned about recession and unemployment

Being enterprising

Being enterprising Today’sToday’s Americans:Americans: MoreMore Realistic?Realistic? % Americans/Global* who attribute

Today’sToday’s Americans:Americans: MoreMore Realistic?Realistic?

% Americans/Global* who attribute listed value as important to American culture (base: value is extremely/very important to them)

Global 83 83
Global
83
83

75

76

71

United States

82

86

82

85

81 80

80

94

90

91

90

91

89

86

87

87

86

86

85

86

83

83

83

84

78

80

80

80

78

78

78

74

75

75

70

*Global excludes U.S. Wealth Power Enjoying life Freedom Having fun Status Health and fitness Self-reliance
*Global excludes U.S.
Wealth
Power
Enjoying life
Freedom
Having fun
Status
Health and fitness
Self-reliance
Knowledge
Pleasure
Ambition
Material security
Sex Learning Being youthful Leisure Adventure Looking good A varied life
Sex
Learning
Being youthful
Leisure
Adventure
Looking good
A varied life
IsIs AmericaAmerica InIn TuneTune WithWith TheThe World’sWorld’s Values?Values?

IsIs AmericaAmerica InIn TuneTune WithWith TheThe World’sWorld’s Values?Values?

IsIs AmericaAmerica InIn TuneTune WithWith TheThe World’sWorld’s Values?Values?
IsIs AmericaAmerica InIn TuneTune WithWith TheThe World’sWorld’s Values?Values?
TopTop GlobalGlobal PersonalPersonal ValuesValues % global respondents saying value is extremely/very important
TopTop GlobalGlobal PersonalPersonal ValuesValues
% global respondents saying value is extremely/very important
Protecting the family
Honesty
Health and fitness
Friendship
Self-esteem
Freedom
Knowledge
Justice
Self-reliance
Stable relationships
Enduring love
69%
61
57
51
49
49
49
49
47
43
43

Italy

Italy Protecting The Family: Protecting The Family: Muslim Nations Disagree Muslim Nations Disagree % who attribute

Protecting The Family:

Protecting The Family:

Muslim Nations Disagree

Muslim Nations Disagree

% who attribute protecting the family as important to American culture (base: protecting the family is extremely/very important to them)

91 91 90 89 89 88 87 86 86 84 Global Average 76% U.S. Average
91
91
90
89
89
88
87
86
86
84
Global Average 76%
U.S. Average 84%
72
72
69
63
62
60
59
38
34
32
Top 10 and bottom 10 countries Sweden U.K. Brazil Australia Venezuela Russia Japan Czech Republic
Top 10 and bottom 10 countries
Sweden
U.K.
Brazil
Australia
Venezuela
Russia
Japan
Czech Republic
Hungary
USA
Germany
Spain
China
Singapore
Thailand
India Turkey Saudi Arabia Egypt
India
Turkey
Saudi Arabia
Egypt
Honesty: Honesty: Western Europe, Middle East Say No Western Europe, Middle East Say No %

Honesty:

Honesty:

Western Europe, Middle East Say No

Western Europe, Middle East Say No

% who attribute honesty as important to American culture (base: honesty is extremely/very important to them)

78 76 Global Average 54% U.S. Average 60% 73 70 69 66 65 64 61
78
76
Global Average 54%
U.S. Average 60%
73
70
69
66
65
64
61
61
44
44
39
39
37
36
32
31
29
23
Top 10 and bottom 10 countries Philippines Australia Venezuela Brazil Korea Canada Taiwan India Hong
Top 10 and bottom 10 countries
Philippines
Australia
Venezuela
Brazil
Korea
Canada
Taiwan
India
Hong Kong
Thailand
France
Italy
Russia
Argentina
Egypt
Spain
Czech Republic Germany Turkey Saudi Arabia
Czech Republic
Germany
Turkey
Saudi Arabia

Saudi Arabia

Germany

Freedom: Freedom: Definitely Seen As An American Value Definitely Seen As An American Value %
Freedom:
Freedom:
Definitely Seen As An American Value
Definitely Seen As An American Value
% who attribute freedom as important to American culture (base: freedom is
extremely/very important to them)
Global Average 87%
U.S. Average 90%
97
95
94
94
94
93
93
91
91
91
86
84
84
82
80
80
79
79
77
69
Top 10 and bottom 10 countries Taiwan Thailand Japan Poland Venezuela Hungary Korea Hong Kong
Top 10 and bottom 10 countries
Taiwan
Thailand
Japan
Poland
Venezuela
Hungary
Korea
Hong Kong
India
Indonesia
U.K.
China
Turkey
Mexico Argentina Egypt France Spain
Mexico
Argentina
Egypt
France
Spain
Justice: Justice: Middle East, Western Europe Less Aligned Middle East, Western Europe Less Aligned %

Justice:

Justice:

Middle East, Western Europe Less Aligned

Middle East, Western Europe Less Aligned

% who attribute justice as important to American culture (base: justice is extremely/very important to them)

90 87 83 Global Average 67% U.S. Average 73% 82 79 78 76 76 76
90
87
83
Global Average 67%
U.S. Average 73%
82
79
78
76
76
76
75
64
63
61
59
58
56
55
44
38
32
Top 10 and bottom 10 countries Philippines Venezuela Australia Brazil Hong Kong Taiwan South Africa
Top 10 and bottom 10 countries
Philippines
Venezuela
Australia
Brazil
Hong Kong
Taiwan
South Africa
Singapore
India
Poland
France
Hungary
Sweden
China
Russia
Spain Turkey Germany Egypt Saudi Arabia
Spain
Turkey
Germany
Egypt
Saudi Arabia
SoSo What?What? TheThe ImpactImpact onon USUS BrandsBrands

SoSo What?What? TheThe ImpactImpact onon USUS BrandsBrands

SoSo What?What? TheThe ImpactImpact onon USUS BrandsBrands
SoSo What?What? TheThe ImpactImpact onon USUS BrandsBrands
In 2002, Awareness and Use of In 2002, Awareness and Use of Many Global Brands

In 2002, Awareness and Use of

In 2002, Awareness and Use of

Many Global Brands Were Rising

Many Global Brands Were Rising

Change from ’01 to ’02*

16.5

4.3

15.8

3.7

Familiar

Use/Own/

Watch

Some Brands Increased More Than Others from 2001 to 2002

7

Familiarity CNN (+9 pts. since ‘01) Mercedes (+6) Discovery Channel (+5) Nike (+5) Samsung (+5) BMW (+4) MTV (+4) McDonald’s (+4) Ford (+4) Volkswagen (+4) Microsoft (+4)

Own/Use/Watch McDonald’s (+9 pts. since ‘01) Panasonic (+8) Nokia (+7) Discovery Channel (+6) CNN (+6) MTV (+5) Microsoft (+5)

Disney (+5)

Nike (+4)

Sony (+3)

(+6) MTV (+5) Microsoft (+5) Disney (+5) Nike (+4) Sony (+3) ©2002 RoperASW *Among brands consistent

©2002 RoperASW

MTV (+5) Microsoft (+5) Disney (+5) Nike (+4) Sony (+3) ©2002 RoperASW *Among brands consistent between
*Among brands consistent between 2001 and 2002
*Among brands consistent between 2001 and 2002
MTV (+5) Microsoft (+5) Disney (+5) Nike (+4) Sony (+3) ©2002 RoperASW *Among brands consistent between
InIn 20032003 ConsumersConsumers WereWere MoreMore HesitantHesitant Average number of brands familiar with* 2002 17.4 2003

InIn 20032003 ConsumersConsumers WereWere MoreMore HesitantHesitant

Average number of brands familiar with*

2002

17.4

Average number of brands familiar with* 2002 17.4 2003 17.6 Average number of brands own/use/watch 2002

2003

17.6

Average number of brands own/use/watch

2002

4.6

2003 17.6 Average number of brands own/use/watch 2002 4.6 2003 4.5 Average number of brands ‘really

2003

4.5

Average number of brands ‘really like’

2002

5.5

2003 4.5 Average number of brands ‘really like’ 2002 5.5 2003 5.9 *Among brands consiste nt

2003

5.9

2003 4.5 Average number of brands ‘really like’ 2002 5.5 2003 5.9 *Among brands consiste nt
2003 4.5 Average number of brands ‘really like’ 2002 5.5 2003 5.9 *Among brands consiste nt

*Among brands consistent between 2002 and 2003

And Now, Global Brands Have And Now, Global Brands Have Started to Decline Slightly Started

And Now, Global Brands Have

And Now, Global Brands Have

Started to Decline Slightly

Started to Decline Slightly

Average number of brands familiar with*

2003

2004

18.6

18.3

Average number of brands own / use / watch

2003

4.9

18.3 Average number of brands own / use / watch 2003 4.9 2004 4.8 Average number

2004

4.8

Average number of brands ‘really like’

2003

2004

5.8

6.0
6.0
4.9 2004 4.8 Average number of brands ‘really like’ 2003 2004 5.8 6.0 *Among brands consiste

*Among brands consistent between 2003 and 2004

4.9 2004 4.8 Average number of brands ‘really like’ 2003 2004 5.8 6.0 *Among brands consiste
2004 57% 69%
2004
57%
69%

GlobalGlobal BrandBrand “Fundamentals”“Fundamentals”

2003

Familiar with American brands

Familiar with non-American brands 70%

59%

Like American Brands Like non-American Brands

30%

36%

29%

36%

27%

24%

Use American Brands Use non-American Brands

30%

24%

27% 24% Use American Brands Use non-American Brands 30% 24% Using a consistent set of 15

Using a consistent set of 15 American brands and 13 Non-American brands between 2003 and 2004

non-American Brands 30% 24% Using a consistent set of 15 American brands an d 13 Non-American

AA BrandBrand II TrustTrust

AA BrandBrand II TrustTrust   2003 2004 American Brands Non-American Brands 36% 35% 48% 47%
 

2003

2004

American Brands Non-American Brands

36%

35%

48%

47%

Coca-Cola

55%

52%

McDonald’s

36%

33%

Nike

56%

53%

Microsoft

45%

39%

Using a consistent set of 15 American brands and 13 Non-American brands between 2003 and 2004

 
AA BrandBrand AssociatedAssociated withwith HonestyHonesty   2003 2004 American Brands Non-American Brands

AA BrandBrand AssociatedAssociated withwith HonestyHonesty

 

2003

2004

American Brands Non-American Brands

18%

15%

19%

16%

Coca-Cola

18%

15%

McDonald’s

19%

14%

Nike

14%

11%

Microsoft

18%

12%

Using a consistent set of 15 American brands and 13 Non-American brands between 2003 and 2004

 
NewNew ChallengesChallenges forfor GlobalGlobal BrandsBrands • Growth in “fundamentals” has stalled, even declined

NewNew ChallengesChallenges forfor GlobalGlobal BrandsBrands

Growth in “fundamentals” has stalled, even declined

New opportunities arising for local brands, especially in rapidly growing markets like India, China

American brands: a period of reassessment?

Worsening attitudes toward US culture could have impact in the marketplace

Basic attributes necessary for brand greatness remain

Quality, reliability, value, of course

Trust, honesty possibly more important than ever

Change in the balance of “glocal” strategies?

of course ♦ Trust, honesty possibly more important than ever • Change in the balance of
of course ♦ Trust, honesty possibly more important than ever • Change in the balance of
America, The World, and the New Challenges for Global Brands Corporate Communications Institute April 28,

America, The World, and the New Challenges for Global Brands

America, The World, and the New Challenges for Global Brands Corporate Communications Institute April 28, 2004

Corporate Communications Institute April 28, 2004

America, The World, and the New Challenges for Global Brands Corporate Communications Institute April 28, 2004
America, The World, and the New Challenges for Global Brands Corporate Communications Institute April 28, 2004