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.
Creating Global Brands with Jagdish Sheth
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Creating Global Brands with Jagdish Sheth
This course is part of Creating a Differential Competitive Advantage -Jagdish Sheth Specialization
Instructor: Jagdish Sheth
Included with 
Gain insight into a topic and learn the fundamentals.
Beginner level
Recommended experience
5 hours to complete
3 weeks at 1 hour a week
Flexible schedule
Learn at your own pace
Skills you'll gain
- Understand the importance of a consistent brand image worldwide
- Learn the three approaches to global brands
- Learn how brands can neither be manufactured nor bought in the marketplace and have to be earned instead
- Understand cultural differences and how they impact brand perception
- Understand why some brands flourish in domestic market but fail in international markets
Details to know
Shareable certificate
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Assessments
4 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
This course is part of the Creating a Differential Competitive Advantage -Jagdish Sheth Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 2 modules in this course
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.
What's included
17 videos4 readings2 assignments2 discussion prompts
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.
What's included
11 videos1 reading2 assignments1 peer review
Instructor
Offered by
Recommended if you're interested in Marketing
Coursera Project Network
S.P. Jain Institute of Management and Research
University of Illinois Urbana-Champaign
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