Globalization: A Brand Point Management Perspective

No one doubts that the world’s economy is truly global. Whether it’s a Fortune 100 company that sells on six continents or a local concern whose bottom line is affected by the cost of raw materials that originate across the ocean, every business is tied to the global economy. And ambitious companies look to become more global by the day. And why not? Nestlé has reported massive double-digit growth in its China business. Procter & Gamble has acknowledged that emerging markets will account for 25 percent more business in a few short years.

India will be a top-five consumer-packaged-goods market by 2010. The average salary in that country is growing by more than 10 percent a year. Global means growth potential. And the potential is staggering. By 2030, the world population will have gained nearly 50 percent over 2002, and developing nations will represent 90 percent of the world’s population, up five percentage points.

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