Big brands pay the salaries and provide investment returns for many millions of people via pension funds. So if anyone declares that big brands are dying they receive a great deal of attention.
There is quite a long history of such alarms, going back at least to 1993’s “Marlboro Friday”. Recently, there have been claims that big/global brands are losing to small/local brands. Theories have hastily been put forward why this might be, leading to marketing strategy recommendations.
But what is fact and what is fiction? And what strategies make sense for big brands? We report extensive new analyses along with the scientific research (published in peer-reviewed journals).