C.W. Park

C. Whan Park is Robert E. Brooker Professor of Marketing at the University of Southern California’s Marshall School of Business. Dr. Park has published numerous articles in leading journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Journal of Retailing, and Harvard Business Review. He was the editor of the Journal of Consumer Psychology (2008–2012), and serves on the editorial board of the Journal of Marketing and the Journal of Consumer Psychology. Professor Park is currently Director of the Global Branding Center at the Marshall School of Business.  

The dream of local franchises to evolve into international juggernauts is a journey laden with challenges and triumphs. In today's interconnected world, transitioning from a beloved neighborhood business to a global brand is more attainable than ever before. In this article, we'll explore how local franchises metamorphose into internationally recognized icons, shedding light on essential strategies, hurdles to overcome, and stories of remarkable success along the way. The Local Origins Every global brand emerges from humble beginnings as a local franchise deeply entrenched in its community. Building a robust local presence is the foundation of international success. Local franchises must first earn the trust and loyalty of their hometown patrons. Crafting a Distinctive Brand Identity Local franchises aspiring for global recognition concentrate on shaping a unique brand identity that resonates with their local audience. This entails the creation of a memorable logo, the develop