Topic: International Marketing Strategy
Order Instructions:
Topic: What is a global brand? “There are no global brands as their image and perceptions are affected by other factors such as country of origin effect and the user of the brand.” (see Lecture Notes Branding, p7) What is your opinion? assignment questions to discuss with examples. Your essay should include a critical review of key concepts such as COO, the complexity of brand origin due to globalisation, and its impact on brand perceptions (at least 15 academic journal articles). Harvard referencing is very very important!