Fanta's Ibrahim Khan on adapting global branding

2026-10-29

Ibrahim Khan, global marketing vice president at Fanta, discusses the challenges of maintaining brand consistency while adapting to cultural differences, and emphasizes the importance of understanding local consumer behavior and leveraging technology without losing the human touch. "The fundamental reason people choose a product rarely changes dramatically from market to market," Khan explains. "What does change is how people experience it: language, channels, daily routines, cultural habits, and consumption occasions."

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