Global Brand Marketing

1.  Select a brand marketed in more than one country. Assess the extent to which the brand is marketed on a standardized vs. customized basis. How aware are you of the country of origin of different products?  Which products do you care about their country of origin?  Why?  For those imported brands that you view positively, find out and analyze how they are marketed in their home country.

2. Contrast Coke and McDonald’s global branding strategies (as presented in your text with video as supplemental material). How are they similar and how are they different?  Why are they so well-respected?

3. What do you see as the future of branding?  How will the roles of brands change?  What different strategies might emerge as to how to build, measure, and manage brand equity in the coming years?  What do you see as the biggest challenges?