Today’s world may be facing a spate of nationalistic spats, but the truth of the matter is that nations are more closely linked now than they have ever been. The reason for that is the complex web of international trade that allows quick access to products grown or manufactured virtually anywhere in the world. That is why BRANDPackaging examines global packaging in this issue.
We have seen the rise of branded products with globe-spanning reach and reputation. No matter where they are offered for sale, these brands try to use the same positioning and advertising. From country to country they portray the same personality with a similar look and feel. This allows them to benefit from economies of scale driven by a unified marketing strategy.