Political and Economic Integration. Increasing political and economic integration in many parts of the world has been a
key factor stimulating the growth of international branding. As governments remove tariff and non-tariff barriers to business transactions and trade with other countries and as people and information move easily across borders, the climate has become more favorable to the marketing of international brands. Firms no longer need to modify products to meet local requirements and develop specific variants for local markets but instead can market standardized products with the same brand name in multiple country markets. In many cases, harmonization of product regulation across borders
has further facilitated this trend.