Think of the country in which you live. What image might it have with consumers in other countries? Are there certain brands or products that are highly effective in leveraging that image in global markets?
Answer to relevant QuestionsPick a brand. Attempt to identify its sources of brand equity. Assess its level of brand awareness and the strength, favorability, and uniqueness of its associations. Which retailers have the strongest image and equity in your mind? Think about the brands they sell. Do they help to contribute to the equity of the retailer? Conversely, how does that retailer’s image help the image of the ...Critique the Rolex brand audit in Brand Focus 8.0. How do you think it could be improved? Do you think the Dow Chemical corporate image campaign described in this chapter will be successful? Why or why not? What do you see as key success factors for a corporate image campaign? Contrast Coca-Cola’s and McDonald’s global branding strategies. How are they similar and how are they different? Why are they so well-respected?
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