How did the share a coke marketing campaign meld together
Problem
How did the Share a Coke marketing campaign meld together Coke's strong global brand with localization (to a particular national market) and personalization? Did the campaign weaken the global brand or strengthen it?
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How did the Share a Coke marketing campaign meld together Coke's strong global brand with localization (to a particular national market) and personalization?
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Discuss the concept of globalization vs. customization and the measures taken by the global brand to recognize that offerings and communication should be adapte
Using one of the four examples listed above, how would you handle it if you were a manager and came across this issue?
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