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

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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