Global Brand Management

For most companies, a major opportunity to grow their business involves looking for possibilities outside their home country. However, taking brands (product, service, or concept) beyond national boundaries presents a new set of branding issues, as the global marketplace is constantly changing. At the same time, various forms of regionalization are taking place, adding another layer of complexity to managing a brand portfolio. Arguably, products, pricing, and distribution are increasingly becoming commodities. Furthermore, the new competitive arena is brand value, which involves creating long-term, profitable brand relationships. Ultimately, strong brands will transcend industries and provide an organization with one of its most valuable assets.

In this course, students will be introduced to the differentiation of products and services in a world of alternatives as well as the benefits and disadvantages of providing customers with the power of choice. They will examine how trust, authenticity, and cultural alignment shape brand value in local and global contexts. Topics such as brand activism, sustainability messaging, and crisis response will be explored to show how brand strategies must adapt to social expectations. Students will also evaluate how artificial intelligence is transforming brand management, from predictive analytics to automated storytelling.