What must be done to strengthen the global position of your company’s brand?

Additionally, how might the leveraged sales approach strengthen you current sales strategy? Be specific to your project company.
A sales force redesigned for optimal use in a multichannel selling environment – is one that is oriented towards:
Focus participation in the marketplace
Greater emphasis on acquiring and building key account relationships
Integration with other channels to increase productivity
Direct marketing: Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Less public: message is normally directed to a specific person

Immediate and customized

Interactive, it allows dialogue between marketing team and consumer
Well suited to highly targeted marketing efforts and building one-to-one customer relationships

Recalling our earlier theme of brand’s driving business and marketing, clarify your project company’s brand vision, brand personality and brand positioning – be specific as you describe this important brand management model.
Vision:
One emotion, destination
Personality:
Qualities of a being
Position:
Features, benefits, solutions

When launching a new brand, we discussed in lecture that it is best to build the brand first with PR, and then sustain it with advertising if necessary. Explain this reasoning by providing support from the readings.
Definition:
Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
Examples: press releases, sponsorships, events, and Web pages
Pull from Berger’s Contagious to further support your discussion.

On the Global Marketplace –
Defend or reject or modify Levitt’s bold assertions on the nature of the global firm. Consider your marketing plan company as a reference point to help build your discussion.
The world’s needs and desires have been irrevocably homogenized. This makes the multinational corporation obsolete and the global corporation absolute.
Technology drives consumers relentlessly toward the same common goals – alleviation of life’s burdens and expansion of discretionary time and spending power.
iii. Cultural preferences follow one of two paths: they eventually lose relevance to economic decision making, or they diffuse to other groups and become the substance of global trends.

Lastly, identify and discuss the main globalization opportunity or challenge impacting your project company. What must be done to strengthen the global position of your company’s brand?
Pull from Holt, et al’s How Global Brands Compete to further support your discussion.

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