Discuss global issues in branding and packaging. In addition to brand piracy, international marketers must address a variety of concerns regarding branding and packaging, including choosing a brand-name policy, translating labels and meeting host-country labeling requirements, making packages aesthetically compatible with host-country cultures, and offering the sizes of packages preferred in host countries.
1. List the countries to which Levi Strauss & Co. markets through the Web site www.levi.com. How do the product offerings differ between the U.S. and European selections?