As such, the overall breadth and scope of the branding has expanded and often covers the products and even different product ranges. (Whitelock and Fastoso et al., 2007, pp.Increasingly, international marketing experts believe that the share of the globally standardized brands is increasing at relatively greater pace. The entry of luxury brands into Asian markets speaks volumes about the penetration of the global brands into the markets which were previously not served by these brands. The debate on the market driven globalization or standardization of the brands is deeply rooted into the assumption that the international brands clearly ignore the national habits, regional tastes as well as diversity which can add more value to the overall product offerings of the global brands.Another important and relatively critical argument is that of the market convergence at the global level i. markets such as Japan, US and EU approximately work in same way with same level of technology, consumer preferences and awareness. Due to rapid globalization, market convergence in these markets therefore have allowed international firms to standardize some of the aspects of their brands and achieve same degree of marketing outcomes such as charging premium prices, offering similar products through uniform advertising and promotional tactics. (Vrontis and Thrassou et al., 2009, pp.The standardization versus customization debate also needs to be viewed from the perspective of whether the consumers are becoming similar across the regions or not. This argument is relatively plausible given the fact that consumers are increasingly becoming aware of the global brands and overall easy information flow has made it possible for the global consumers to seek such global brands.The singularity of the markets is an important aspect of assessing the overall performance of the brands in terms of both the marketing and financial outcomes. Markets such as European Union actually offer a key example of how unified markets spread across various countries can offer marketers an opportunity to standardize and vary different aspects of their brand management across regions. Most of the globally recognized brands tend to change the language as one of the variables and relatively standardize all other features of their brand management in order to standardize their products in relatively unified markets. (Erdogmus and Bodur
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