By now, you should understand the importance of analysis in assessing market potential and choosing target markets. There is an abundance of literature discussing various frameworks for analyzing the global market and determining what is needed to be successful and build brand equity. These models can aid marketers in developing an objective view of a new environment.

The following videos discuss how to build brand equity.

https://www.youtube.com/watch?v=HKk6YAj_59U&ab_channel=ProfessorWolters

https://www.youtube.com/watch?v=UtLw6-Czhv4&feature=youtu.be&ab_channel=BusinessFocusCostDownBoostProfit

Select any company that operates internationally. Identify one specific foreign market in which it operates. (This would be a market outside of its home market.)

Brandz is one of many models often used to determine brand equity. The five components of this model are presence, relevance, performance, advantages, and bonding. In list form, define each component and apply it to the company and selected market. Be very specific to the company and the foreign market you chose.