2. The COMET Framework: How Global Brands Create Value

In the daily grind of global brand management, many marketing executives get hung up on customer preference for global over local brands. Yet customers may not even know or may not care that a brand is globally available. And many global brands, such as Aldi, Pampers, Gillette, Dove, and Heinz do not tout their globalness, perhaps because some customers reject global brands as signs of cultural homogenization or foreign hegemony. A singular focus on customer preference for global brands is far too narrow. In my research, I have observed five different ways that global brands create value for their firms, namely Customer, Organizational, Marketing, Economic, and Transnational innovation (Fig. 1). The COMET framework helps executives to map out ways for their companies to create global brand value. This chapter describes all five ways and then provides a scorecard for management teams to step back and see their global brands anew.