The Persistence of Brand Value at Country, Industry and Firm Levels

Since the 1980s an emerging trend of growing foreign markets has pushed multinational corporations (MNCs) to introduce branded products on a global basis. Brand management has been considered as a necessity of benefiting from scale and scope economies across borders because of increasing global competition. What drives international marketing strategy in MNCs? What determines the success and failure of brands around the world? These are some of the most fundamental questions confronting the international business and international marketing fields. Thus, identifying the sources of a brand’s added value to improve the efficiency of marketing activities has long been of central interest to international marketing and consumer behavior researchers since the 1990s. Although the current study conceptualizes the drivers of long-term brand value in the context of Interbrand’s brand valuation formula, a study dedicated to persistent analysis on the determinants of long-term brand value has not yet been proffered.