Global Brand, Local Brand Communications – Strategy for Global Competitiveness: The Case of Canon in India

Abstract

The case charts Canon’s branding history and its marketing efforts in India specifically how Canon attempts to act as a local company. Canon has been involved in various corporate social responsibility initiatives and gained a local reputation as an excellent employer. The case explains how Canon was able to grow during the recession of 2008 to 20009 through focusing on the needs of the customers and its marketing efforts.

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