Baladna Goes Global. (November 2021)

• Record Type: Journal Article
• Authors: Allagui, Ilhem
• Other Names: Fernandes Juliana guest-editor.; Davis Craig guest-editor.
• Is Part Of: Journal of advertising education. Volume 25:Number 2(2021)
• Page Start: 71
• Page End: 95
• Publication Date: 2021-11
• Subjects: case study -- branding -- brand identity -- Middle East -- international advertising -- globalization; Advertising -- Study and teaching -- Periodicals; Advertising -- Study and teaching -- United States -- Periodicals; Electronic journals; Periodicals; 659.1071
• DOI: 10.1177/10980482211040507
• Languages: English
• ISSNs: 1098-0482

Abstract

Baladna is a dairy company in Qatar. It has thrived despite an ongoing political and economic blockade, helping the country to become self-sufficient in terms of its dairy needs. In a short time and with substantial investment, the brand became a market leader. Baladna's growth plan banks on globalization, but the marketing director and the VP of marketing disagree on the strategy: one argues for standardization and the other for adaptation. The case study discusses brand name issues as well as brand identity approaches in the context of a multicultural environment.