MKTG-732: Global Brand Strategy

In an increasingly interconnected world, global brands shape consumer perceptions and market dynamics across cultural and economic landscapes. This course provides an in-depth examination of global brand strategy, focusing on brand development, management, and sustainability in diverse international markets. Students will analyze the strategic importance of global branding, the challenges of maintaining brand consistency across cultures, and the role of authenticity in fostering consumer trust and commitment. Key topics include global brand positioning, cross-cultural consumer behavior, brand equity management, and brand adaptation in evolving markets.