Do discussion questions 10-3, 10-4, and 10-6. In 10-7 choose 5 brands that interest you and then go to interbrand.com and see if the ranking has changed. If so find
out why and explain.
Write a min. of 4 pages.
10-3. What are some of the elements that make up a brand? Are these elements tangible or intangible?
· 10-4. What criteria should global marketers consider when making product design decisions?
· 10-6. Identify several GLOBAL BRANDS. What are some of the reasons for the global success of the brands you chose?
· 10-7. Each year, the Interbrand consultancy compiles a ranking of global brands. Browse through the list and choose any brand that interests you. Compare its 2014
ranking with the most recent ranking, which you can find online at www.interbrand.com. How has the brand’s ranking changed? Consult additional sources (e.g., articles
from print media, annual reports, the company’s Web site) to enhance your understanding of the factors and forces that contributed to the brand’s move up or down in
the rankings.
