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Essay text:
A projection of a single brand image avoids confusion caused by local campaigns.
The two main arguments that indicate the drawbacks of this approach of global imaging are cultural differences and local laws. Not in every culture can be expected to be open for this kind of marketing. A negative image on the home country can contribute to a negative image of the brand. Also local laws and regulations can cause problems. Some part of the global marketing can not be done because countries have laws against using or saying certain things in the ads.
In the case of Nike it is my opinion that it is not wrong to try to leverage its American rebel image to build brand awareness...
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