Baladna Goes Global

Ilhem Allagui*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


Baladna is a dairy company in Qatar. It has thrived despite an ongoing political and economic blockade, helping the country to become self-sufficient in terms of its dairy needs. In a short time and with substantial investment, the brand became a market leader. Baladna’s growth plan banks on globalization, but the marketing director and the VP of marketing disagree on the strategy: one argues for standardization and the other for adaptation. The case study discusses brand name issues as well as brand identity approaches in the context of a multicultural environment.

Original languageEnglish (US)
Pages (from-to)71-95
Number of pages25
JournalJournal of Advertising Education
Issue number2
StatePublished - Nov 2021


  • Middle East
  • brand identity
  • branding
  • case study
  • globalization
  • international advertising

ASJC Scopus subject areas

  • Education
  • Communication
  • Marketing


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