The role of branding in globalization is really big. Wide expanded brands bring many specifics of local product to other countries. they build special traditions, tastes, they advertize their local country worldwide etc. And as a result global expanded brands have way bigger recognition in the world than brands that are not expanded worldwide. Thus, global expanded brands are: - more popular (they can be found anywhere in the world); - bring more profit to the company; - they bring more success and worldwide recognition.