Global Brand Strategy

2 credit hours

This course examines specific issues involved in building and managing global brands in such a way that they contribute to shareholder value. A global brand uses the same name and logo and has awareness, availability and acceptance in multiple regions of the world. It shares the same strategic principles, values, positioning and marketing throughout the world. Although the marketing mix can vary, it is managed in an internationally coordinated manner.

This course is intended to provide a thorough understanding of:

  • How to build strong global brands
  • How to develop marketing mix strategies that are a smart combination of global standardization, local adaptation and worldwide learning
  • How to manage global brands
  • How global brands contribute to the ultimate metric that matters in the C-suite, namely, shareholder value

The course will help you achieve your career goals, as many of you will work for companies that own global brands, acquire global brands or compete with global brands.