Editorial

摘要

The old saying that "nothing succeeds like success" has great meaning for a company that is trying to establish itself in the marketplace. Success can be perceived in many ways. For global marketers, perhaps, the concept of establishing a positive reputation, gaining market share, remaining competitive in the face of increased competition, or being innovative in terms of brand development or brand extension may serve as that which guides a specific marketing strategy. We can look at those companies whose brands have achieved global recognition and try to determine what they have done to achieve this status. But for many marketers the best action would be to try and better understand their consumers in a given marketplace, and then use this information to further define specific brand strategies.