Week 5 Discussion 2

To prepare for this Discussion:

• Using the websites of the companies you selected in Discussion 1, identify each company’s brand for a similar or competing product in the country or countries you selected. Evaluate the brands in terms of the analyses described in Chapter 7 of your course text.
• An analysis of how each brand is positioned in the country, including:
  • The brand message used to reach its target market
  • The similarities and differences in the way the brands are positioned
  • The ability of the companies to leverage their global brand power
• An analysis of the brand structures used by each company, including:
  • Which of the brand structures do the companies use: corporate-dominate, product-dominant, or hybrid structure? Did both companies use the same structure or did they use different ones?
  • How is each company’s brand structure shaped by its firm-based characteristics, product-market characteristics, and underlying market dynamics?
• A conclusion that summarizes which of the two brands you find adds the most in terms of value to the corporation. Be sure to provide a rationale to support your answer.

Minimum 3 paragraphs in APA Format. Due in 12 hours