No one can deny that navigating today’s global marketing landscape has become increasingly unpredictable. As people, brands and ideas mix in new ways, the roles of marketers and marketing continue to evolve. To better understand this ever-growing complexity, we undertook a comprehensive global research study to find out “The Truth About Global Brands”. The study was based on an online quantitative survey of 30,000 consumers in 29 markets, supported by qualitative research in over 20 markets around the world.