Effective global branding requires a sound understanding of different international markets, and how products or services themselves, and the language and imagery used in their promotion, best suits consumers. In this interview-led program, Kathleen Griffiths from RMIT and Simon Kanat from Ted Baker Down under cover some important global branding considerations and provide examples of companies who have done it both effectively, and poorly.

Originally released by Video Education Australasia, 2016. Streaming video file encoded with permission for digital streaming by Infobase on January 19, 2017.