How aware are you of the country of origin of different products you own? Which products do you care about their country of origin? Why? For those imported brands that you view positively, find out and critique how they are marketed in their home country.
Answer to relevant QuestionsWhat do you think of the new branding challenges and opportunities that were listed in the chapter? Can you think of any other issues? Can every brand achieve resonance with its customers? Why or why not? Take a trip to a supermarket and observe the extent of private-label brands. In which categories do you think private labels might be successful? Why? What do you see as the biggest challenges in conducting a brand audit? What steps would you take to overcome them? Pick a product category. How are different leading brands targeting different demographic market segments?
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