Creating
global brands is a long and expensive process.
Keeping customers’ trust is very important to all companies along the
value-chain. The cost of losing consumers’ trust or in some way negatively
altering perceptions is a very high price to pay. Since global brands are created for both
global and local markets, it is important to understand regional differences in
perception & value.
Today, brand owners are faced
with passing through higher costs of buying chemicals, plastics and fibers due
to the increasing costs for petroleum-based products. As demand for chemicals and materials
increases, brand owners face increasing pressure from consumers making
alternative buying decisions. Bio-based
processes may be less expensive, the same or even higher cost than current
alternatives, but as petroleum becomes more expensive, bio-based materials will
become not only the sustainable choice
but also the low-cost routes to many products.
