500 words to answer the following challenge question; Interbrand lists the top global companies annually. What made them so successful and what can we apply from these learnings to our own organisational context? (go to interbrand website and check it out) You can find the latest Interbrand list and methodology here (Links to an external site.). They provide regional lists as well as global lists so feel free to examine both. Each week’s challenge issue can be interpreted in different ways and this will provide us with rich and useful discussions and possibilities to extend learning further, so there is no need to check if your interpretation is valid with your facilitator or peers. There will be many different ways to answer this question! This week’s microlecture and learning covered key issues relating to managing global brands, such as creating and managing brand identities, strategic brand management decisions and challenges, issues relating to digital branding and managing online brand communities, and measuring brand equity. There are many issues that can propel a brand to the big league so you may find that analysing Interbrand’s regional lists as illuminating as the main global players publication. You may wish to pick a company as a case study and read more about its corporate story. You could also check out Mintel reports for consumer data on attitudes and sentiment. Think about the Ps of the marketing mix – is there an aspect of this that has helped the organisation? Is it down to leadership and the strategic vision? Or organisational culture and internal marketing with employees as enthused stakeholders? Is it easier to be a big global brand targeting businesses or consumers? Is it all down to digital? Is branding success an art, science, or some kind of genie in a bottle magic? Is it only American brands that have the magic touch? This challenge issue can be discussed from a multitude of angles, so use your personal and professional experiences together with the theoretical underpinning to consider potential scenarios that could arise from this issue and how they might be addressed.
