Global Brand Marketing

each question need a minimum of 250 words

Assignment 8.2

1. Pick a company. As completely as possible, characterize its brand portfolio and brand hierarchy. How would you improve the company’s branding strategies?

2. Do you think the Nestle corporate image campaign described in the chapter was successful?  Why or why not?  What do you see as key success factors for a corporate image campaign?

3. What are some of the product strategies and communication strategies that General Motors could use to further enhance the level of perceived differentiation between its divisions?

4. Consider the companies listed in Branding Brief 11-4 as having strong corporate reputations. By examining their web sites, can you determine why they have such strong corporate reputations?