Brand growth 2.0: The only global language in a local dialect

Raluca Răschip, Richard Herbert and Oliver Koll

This paper explains what is driving brand growth and inspiring manufacturers and retailers towards profitable business in the FMCG sector, presenting findings from a study of brands across 70 categories in Europe.

Brand growth 2.0: The only global language in a local dialect

Raluca Raschip, Richard Herbert and Oliver Koll GfK and Europanel

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Introduction

The global and especially the European economies are going through one of the

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