This paper will further develop the concept of global branding and argue that it is, in fact, 'stateless' brands that will be the most successful on a global level. As the word implies, 'global' refers to aggregation, it refers to something more than individual markets. It implies something that does not have a national origin. By looking at companies like Coca Cola, Disney, Mars, and Yahoo! as examples of existing global brands, it is very clear to see that there is a progression of global potential. The more stateless the brand, the better the prospects as a global player. 57 pgs. 84 f/c. 38b.
