for Axess/Akbank at Sabanci Centre, Istanbul, Turkey
05 December 2007
To a packed audience of senior corporate leaders and customers of this major Turkish bank, Richard Scase gave the Third Annual Business Lecture. In this he discussed the changing reputation of global and local brands. Global brands are becoming associated with ‘negative’ values such as environmental damage, unsustainability and climate change. On the other hand, local brands are able to present themselves as being more environmentally friendly with their lower transport costs and their association with local cultural values and life styles. This raises major challenges for the marketing stratagies of both global and local brands-both will need to re-invent themselves if they are to have positive appeals to future consumers.