Indian Journal for Research in Law and Management

Advancing Law and Management

ISSN No. : 2583-9896

FROM TRADE WARS TO GLOBAL BRANDS: WHAT REALLY SHAPES GLOBAL BRANDS?

Cite this Article

Ishita Jha (2025). FROM TRADE WARS TO GLOBAL BRANDS: WHAT REALLY SHAPES GLOBAL BRANDS?. The Indian Journal for Research in Law and Management, Volume II(Issue 12). Retrieved from https://ijrlm.com/journal/from-trade-wars-to-global-brands-what-really-shapes-global-brands/

Abstract

In a landscape shaped by geopolitical tension and digital disruption, global brands must navigate cultural complexity to succeed. Examining India's 1.4 billion-person market reveals that brand resilience depends on localisation and cultural authenticity rather than operational efficiency alone. Through multinational case studies from telecommunications to e-commerce, the analysis demonstrates that emotional connections and genuine community engagement are the true drivers of competitive advantage in fragmented, multipolar markets.

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The Indian Journal for Research in Law and Management
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2583-9896
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