Describe the guidelines that can assist marketing managers in their efforts to establish global brand leadership
What will be an ideal response?
The following six guidelines are mentioned as helpful for marketing managers in their efforts to establish global brand leadership: 1. creating a compelling value proposition for consumers in every market entered, beginning with the home-country market; 2. before going international, thinking about all elements related to brand such as brand identity, names, marks, symbols and labels which have potential for globalization; 3 . developing a company-wide communication system to share and leverage knowledge and information about marketing programs and customers in different countries; 4. developing a consistent planning process across markets and products; 5. assigning specific responsibility for managing branding issues to ensure that local brand managers accept global best practices; and 6. executing brand-building strategies that leverage global strengths and respond to relevant local differences.
You might also like to view...
According to Herzberg's two-factor theory, in the zone between the motivating factors and the hygiene factors, employees are
A. dissatisfied. B. satisfied. C. neither satisfied nor dissatisfied. D. unmotivated. E. stagnant.
The Model Business Corporation Act (MBCA) standard of care permits directors and officers to rely on the opinions, reports, and statements of persons who reasonably appear to be competent and reliable.
Answer the following statement true (T) or false (F)
A virus is a self-replicating, self-propagating, self-contained program that uses networking mechanisms to spread itself.
Answer the following statement true (T) or false (F)
While comparing hotel rates on Google's search engine, Brenda came across text-based ads and links alongside the search results. This form of advertising is known as ________
A) contextual advertising B) rich media ads C) content sponsorship D) catalog advertising E) social media advertising