The globalization of brand, I guess, is a marker of the growth of a market place from a local to a world-wide one. When they expand into a new market do they add to the mix of products available or push out and replace? Are these better products? Do consumers have more choices? International brands are powerful because of the psychology behind them.
They represent a dimension of convergence, of which there are several. On the one hand convergence might be viewed negatively, as we loose local character and identity or it might be viewed positively as developing things that we share, that we have in common, that bring us together.
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