Abstract

The growing globalization of markets requires brands to face the challenge of internationalization. In this paper, we address firstly the issue related to the branding strategies that firms could implement considering the diversity of the geographic markets in the world. In essence, these strategies originate from the decision: a) to adopt a pure global approach, addressing consumers who present a substantial homogeneity in terms of culture, tastes and lifestyles; b) to highlight local differences, targeting an increasing variety of segments, in line with the number of countries where the brand is present. On this basis, we then focus on a case study concerning the strategy implemented by Unilever to improve the market share of Cif brand in the Brazilian Household Cleaners market, which is the fourth biggest in the world. In conclusion, we outline some considerations regarding the development of a «strong» brand internationally.