Question 3: Another topic we studied this term focused on product policy, branding, and the psychology of branding decisions in international marketing settings. In this context, we discussed product policy and brandings role in creating and sustaining value for target customers, how marketing managers might use brand territories in marketing decisions, and how the psychology of branding may help us understand the personal and cultural implications of branding decisions. In light of our class discussions, readings, and our class work on the Colgate, Stella Artois, and the Samsung cases in class:

(3A) explain why branding strategy is important in international marketing contexts, highlighting brand equity, brand associations, managerial functions in branding, when to globalize and when not to globalize brands and why.

(3B) discuss how mapping brand territories will help the firm design its strategic moves to help its brands prosper in the marketplace.

(3C) discuss how the psychology of brands (e.g., the self-concept) and the cultural psychology of brands (e.g., self-culture connections through global icon or local icon brands) help define a consumers identity and how international marketers may use this definition in designing and implementing marketing strategies.