1. Building a brand reputation for the long-term needs to start with identity - rather than image - considerations. What does this mean? Do you agree?

 2. Why is 'optimal adaptation' so important for MNC in developing its business in different national contexts? How can 'optimal adaptation' be achieved?

 3. Compare and contrast the 'strategic alliance' (IJV) with the 'wholly-owned subsidiary' entry mode for the Western MNC looking to enter an emerging market. 

 4. When deciding how far to adapt a global brand in a culturally-distant context, what are the factors that the international corporate brand manager should consider?

 5.  Explain what the VCI (Vision-Culture-Image) model is designed to show. Why is this key principle so important for the contemporary corporate brand marketing executive to understand?

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1 Building Brand Reputation with Identity vs Image Meaning Identity refers to the authentic and intrinsic characteristics of a brand reflecting its co... View the full answer