Complete research assignments in accordance with the instructions of each assign

Question

Complete research assignments in accordance with the instructions of each assignment by the due date indicated. This is the second research task assignment listed in your schedule is to be completed this week whereby you are required to access the globalEDGE™ website http://globaledge.msu.edu (or any other reliable source) to obtain the relevant information needed to answer the questions asked in Exercises 1 and 2 on page 564. You are required to answer both questions in a Word Document as an APA compliant essay. The essay must have an introduction, demonstrate analysis and conclusions. Incorporate your course learning in your comments. To simply present a list of countries will not meet the requirement for this assignment.

Global Marketing and R&D Use the globalEDGE website (globaledge.msu.edu) to complete the following exercises:

Exercise 1 The consumer purchase of specific brands is an indication of the relationship that develops over time between a company and its customers. Locate and retrieve the most current ranking of best global brands. Identify the criteria used. Which countries appear to dominate the top 100 global brands list? Why do you think this is the case? Now look at which sectors appear to dominate the list, and try to identify the reasons. Prepare a short report identifying the countries that possess global brands and the potential reasons for success.

Exercise 2 Part of developing a long-term R&D strategy is to locate facilities in countries which are widely known to be competitive. Your company seeks to develop R&D facilities in Asia to counter recent competitor responses. A publication which evaluates economies based on their competitiveness is the Global Competitiveness Report. Locate this report, and develop a presentation for the top management team that presents the benefits and drawbacks for the top five Asian economies listed.

Explanation / Answer

Best Global Brands are those moving at the speed of life that is accelerating. Successful brands are streamlining and integrating their operations for greater agility and focus. Current ranking of global brand are based on following criteria:

The 100 most valuable brands span 16 countries and cross 19 broad industry categories. Brands from U.S.-based companies make up just over half the list with 52 brands. The next greatest number are from Germany (11 brands), Japan (8) and France (6). U.S. is again leading the top global brand list because of the environment and easy accessibility to investors. American and European countries are technically very advanced and more focused towards customer satisfaction. They invest a lot in their R&D to create new product and market it well thus developing a global brand. Tech brands are the most common with 17, including the top three. Financial services companies landed 13 brands in the top 100 led by American Express at No. 24. Other big industries included automotives (12) and consumer packaged goods (10), followed by luxury and retail, which both secured eight spots. Tech companies are the one who are creating bigger brands be it Apple or Facebook. The reason is that its accessibility and usage to large no. of people. Secondly these companies are targeting those products which have international appeal thus any person can recognize itself with those brands.

Brand Strength measures the ability of the brand to create loyalty and, therefore, sustainable demand and profit into the future. This study shows that many globally recognized brands belong to some specific regions and to some specific sectors .The success of any product also depends upon the process how it is branding.

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