Loading...

3.2 International Branding Strategy

This lesson will introduce learners to the important concept of brand management at its various levels. It starts by examining the fundamental functions of brands (Video 3.1). Then, we derive the implications for branding for companies going abroad (Video 3.2) in a "Cross Country" growth path. Finally, we discuss how companies entering into new industries should think about brands especially about whether or not to extend brands in a "Cross Industry" growth path (Video 3.3). Learners are also introduced to the ASIANA COBRA paradigm that allows brands to be analyzed in a broader than usual perspective that includes, the brand, the company, the country of origin and the region. Although it originates from an Asian perspective, it can be easily applied to other regions such as North America, South America, Africa or Europe.

關於 Coursera

課程、專項課程和在線學位均由全世界一流大學和教育機構的頂尖授課教師教授。

Community
Join a community of 40 million learners from around the world
Certificate
Earn a skill-based course certificate to apply your knowledge
Career
Gain confidence in your skills and further your career