Problem: International Marketing
At its most base level, product packaging serves to protect the product inside. Packaging must keep the product safe during shipment between the manufacturing facility and the retailer and must prevent damage while the product sits on the shelf.
Task
1. Explain in writing the definition of brand image. How can it be used by competitors to differentiate themselves?
2. What are brands, and what are their functions in global marketing? How do brands develop their image, identity, and equity? Explain the answers for the above questions.
3. Using coca cola as an example, outline the differences between a local brand and a global brand.