Creating Global Brands with Jagdish Sheth

Overview

Class Central Tips

It is becoming increasingly important to expand into foreign markets in order to achieve significant growth. This requires creating global brands such as IBM, Microsoft, Amazon, Starbucks, and Walmart. Global brands need to transcend cultural differences as well as compliance across countries with respect to logo, color, and other branding elements.

Syllabus

Introduction to Creating a Successful Global Brand

This lecture offers the blueprint to building a sustainable international brand. The implications of global competition are presented along with three models for Global Branding, namely Export, “Glocal” and Transnational brands. Finally, specific advice is offered on how to achieve this goal, which includes embracing global standards and investing in branding and marketing.

How Great Companies Build World Class Brands

Certain brands are admired globally but what is a world class brand? This course precisely answers that question by looking at the six dimensions of a World Class Brand, and why a company should build such brands. In detail, it explains how there are eight ways great companies approach brand building. Additionally, a scoring card is included to measure where your company stands.