In the US. brands are exploding. Rapid growth of private label brands in virtually all consumer packaged goods segments has made branding more of a challenge than ever. While in Asia, some cultures crave global brands, and others prefer local products.

In the US, heavy advertising for prescription pharmaceuticals has made consumers more savvy self-medicators, posing a challenge to marketers of over-the-counter remedies and many toiletries brands.

People everywhere seem obsessed with food and diets, and food-related programming is proliferating on both American and European television.

What does all this mean for packaged goods marketers? For one thing, brands matter. Savvy product managers are constantly dreaming up ways to introduce, extend, leverage, expand and exploit hot brands and hot trends around the world.