1. Baladna Goes Global.
- Author
-
Allagui, Ilhem
- Subjects
BRAND identification ,MARKETING executives ,MARKET leaders ,MARKETING strategy ,BRANDING (Marketing) ,BRAND name products - Abstract
Baladna is a dairy company in Qatar. It has thrived despite an ongoing political and economic blockade, helping the country to become self-sufficient in terms of its dairy needs. In a short time and with substantial investment, the brand became a market leader. Baladna's growth plan banks on globalization, but the marketing director and the VP of marketing disagree on the strategy: one argues for standardization and the other for adaptation. The case study discusses brand name issues as well as brand identity approaches in the context of a multicultural environment. [ABSTRACT FROM AUTHOR]
- Published
- 2021
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