Britain is the largest candy market in Europe.American made Snickers candy bars are sold in Britain under the name Marathon to avoid confusion with the word knickers--a name for women's underpants.This is an example of the brand strategy of:

Question

Quizplus · Accepted Answer

The strategy of using global brands where possible and national where necessary is being followed in this case. While the brand Snickers is well-established globally and could have been used in the UK market, the company chose to use the name Marathon to cater to the local market and avoid any potential confusion or negative associations with the brand name. This approach allows for a balance between global standardization and local adaptation.

Britain Is the Largest Candy Market in Europe