It is becoming increasingly important to expand into foreign markets in order to achieve significant growth. This requires creating global brands such as IBM, Microsoft, Amazon, Starbucks, and Walmart. Global brands need to transcend cultural differences as well as compliance across countries with respect to logo, color, and other branding elements.
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Course 3 of 4 in the Creating a Differential Competitive Advantage -Jagdish Sheth Specialization.
Skills You Will Gain
- Understand the importance of a consistent brand image worldwide
- Understand cultural differences and how they impact brand perception
- Learn the three approaches to global brands
- Learn how brands can neither be manufactured nor bought in the marketplace and have to be earned instead
- Understand why some brands flourish in domestic market but fail in international markets
Syllabus
WEEK 1
Introduction to Creating a Successful Global Brand
This lecture offers the blueprint to building a sustainable international brand. The implications of global competition are presented along with three models for Global Branding, namely Export, “Glocal” and Transnational brands. Finally, specific advice is offered on how to achieve this goal, which includes embracing global standards and investing in branding and marketing.
WEEK 2
How Great Companies Build World Class Brands
Certain brands are admired globally but what is a world class brand? This course precisely answers that question by looking at the six dimensions of a World Class Brand, and why a company should build such brands. In detail, it explains how there are eight ways great companies approach brand building. Additionally, a scoring card is included to measure where your company stands.
