Global Brands: Think Local

Available for over a year

Global brands: Is there such a thing as a truly global brand that has the same identity from Indonesia to America? The BBC's Shilpa Kannan reports on how McDonald's has adjusted to India's market, replacing its Big Mac with a chicken Maharaja burger. Also, Peter Walshe, global account director at consultants Millward Brown in the UK explains the science behind branding, but insists it isn't a case of manipulating the consumer. And the BBC's Simon Tulett tells us that happens when a brand becomes so successful, it's no longer necessarily identified with the product it's trying to sell (Hoover, anyone?).