A Study on Creating a Global Brand

This paper aims to demonstrate that the process to create a global brand can not be analyzed within one discipline, independent from others. Therefore, the paper emphasizes that to understand the processes to create a global brand, there is a need for deep economic analyses related to the market economy. It is also highlighted that the methods to lay the foundation to create a global brand are inward looking and therefore foundationless outward looking efforts will not succeed. As this paper’s main theme, owning global brands is not an objective but a well deserved result and is only as meaningful as its ability to generate high added value