Reference no: EM132233183
Question: To prepare for this Discussion:
1. Using the websites of the companies you selected in Discussion 1, identify each company's brand for a similar or competing product in the country or countries you selected. Evaluate the brands in terms of the analyses described in Chapter 7 of your course text.
2. An analysis of how each brand is positioned in the country, including:
• The brand message used to reach its target market
• The similarities and differences in the way the brands are positioned
• The ability of the companies to leverage their global brand power
3. An analysis of the brand structures used by each company, including:
• Which of the brand structures do the companies use: corporate-dominate, product-dominant, or hybrid structure? Did both companies use the same structure or did they use different ones?
• How is each company's brand structure shaped by its firm-based characteristics, product-market characteristics, and underlying market dynamics?
4. A conclusion that summarizes which of the two brands you find adds the most in terms of value to the corporation. Be sure to provide a rationale to support your answer.
Minimum 3 paragraphs in APA format.
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