Global branding is key to international marketing success. Every year BusinessWeek and Interbrand publish a ranking of the top 100 global brands. The ranking can be accessed by searching the term “global brand” at globalEDGE ™, or by entering “global brands scorecard” in a Google search. For this exercise, locate and retrieve the most current ranking and answer the following questions:
a. What do you consider the strengths and weaknesses of the methodology Interbrand uses to estimate brand equity?
b. What patterns do you detect in terms of the countries and industries most represented in the top 100 list?
c. According to the article BusinessWeek publishes in conjunction with the ranking, what managerial guidelines will help a company develop a strong global brand?