Year: 2026
Type: article
Abstract: In today's globalized world, it is crucial for capital to have a presence in international markets in order to maintain its existence. Therefore, companies need to gain a competitive advantage by adapting to the volatile competitive environment of global markets. At this point, globalization has become a significant force in enabling businesses to increase their capacities and direct themselves towards international markets by eliminating international borders. For businesses that thoroughly analyze global markets, establishing a strong brand in their own national markets first, and then entering global markets, is an effective approach in terms of global branding strategies. Thus, global brands that provide significant advantages to businesses will now be among the most important symbols of our rapidly changing world.This study examines the relationship between the expected benefits from global brands and the level of global brand awareness within the context of Burberry's globalization. The study employs a qualitative research method: descriptive and explanatory case analysis. The reason the research was limited to the Burberry brand is that, according to the Interbrand report, it is among the world's "100 Most Valuable Global Brands". In this context, this study also identifies the principles behind Burberry's global brand building.
Author: Sema Gumus
Institutions: Çankaya University, Adıyaman University
Language: Turkish
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7202267480