Global Brand Perception
Comprising a significant portion of international marketing, brand management is crucial to understanding and analyzing how different markets perceive a company’s product or service. Especially at the international scale where the headquarters of a company are far away from different markets abroad, it is quite important to create a solid grasp of the customer base so that products and services are appealing in even a competitive market. Given the extent of globalization in today’s economy, however, undertaking the task of creating a uniform perception of a brand is much more difficult, given that different cultures react to products and services in discrete manners. As a result, the purpose of this project is to analyze how different brands are perceived by consumers in various regions of the world.
A Culmination of the Semester Work
In order to truly understand the topic of International Marketing, I created a survey testing the variance between a company's targeted brand perception and consumer's brand perception. I gathered results from three countries, the United States, Mexico, and India, so that I could get a comprehensive understanding of how culture and socioeconomic status affect brand perception. My research culminated into a paper about my findings.