Written Assignment - Global vs. Local Branding
The text discusses in detail the advantages and disadvantages of global versus local brands. For example, Johansson discusses Coca-Cola and their acquisition in France (kept the local brand); but in India, decided to replace the local brand. But then when consumers continued to support the local Indian brand (Thums Up), Coca-Cola decided to adopt the local brand after all.
For your paper this week, select a well known brand and then research how that company has handled its branding in foreign markets. Are there any signs of adaptation to the brand? Do some companies have completely different brands (all local) or mostly global brands? Discuss your findings and how it reinforces the concepts presented in the text.
Please prepare a 2-3 page paper discussing your answers to these questions.
MICROSOFT WORD, APA FORMAT, SCHOLARLY REVIEWED CITATIONS 2-3 pages.