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This question is about employer branding.
What is a national brand?
A national brand is a brand that maintains a presence throughout the country. Unlike a global brand, national brands are available only in the United States.
Many companies that begin as smaller, regional brands grow into national brands. The popularity of a product or company service in a certain area of the country can warrant a company's expansion based on consumer needs.
There can be a risk in taking a smaller brand nationally. Some of the characteristics of the product or company that made it attractive regionally may not translate nationally.
A great deal of market research is typically a component of the national expansion of a brand. Restaurant chains and clothing retailers must determine the popularity of their products and what may need to be altered for success on a national level.
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