MKTG 6223 Northeastern University Business Expansion Branding Case Study – Assignment Help

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I will attach reading (only requires the Henkel case but there are other cases attached to the doc, use table of contents) and grading criteria.
Must be in my hand by noon on Friday May 29. Zero exceptions. Late work won’t qualify.

  1. Why are Unilever and P&G harmonizing their brand portfolio internationally? What benefits are they aiming to achieve?
  2. Is it a strategic necessity for Henkel to follow suit — does Henkel possess the same branding capabilities for a globalized brand strategy as their competitors? Please explain
  3. What brand strategy should Henkel follow in Italy and Spain. Specifically, what are the potential losses and gains from introducing the Persil brand in these markets? Analyze each country market separately. Develop a Marketing strategy for each market.

Be focused and concise in your write-up, and incorporate data and information from the case or from the text to support your answers to the four issues posed above!

Instructions:

  1. Briefs should be approximately 500 words (two pages) and must be submitted in Word Document format. In addition, you can append your own explanatory Exhibits that summarize your own analysis to support your position. Each exhibit you decide to include must be referred to in your brief with a clear explanation of the Exhibit’s contribution.
  2. The quality of your brief will be assessed against the following five criteria.
    An excellent brief will:
    • Identify key issues that help you answer specific case questions posted with the case and, if you choose, identified by you.
    • Explain and support your stated positions and the case facts by using concepts/theory learned from your readings, course lessons, or from your own research. This is very important: you must cite all sources that you use to support your ideas!
    • Focus on providing clear answers that are supported with facts from the case. Make, articulate, and support assumptions as necessary. Do not summarize the case and/or provide case details that do not pertain specifically to your answers. A case is unlikely to be focused on the material covered in the chapters of the specific week during which it is assigned; rather, these are branding, marketing communications, and advertising cases that a general manager can analyze and investigate. Hence, you should broaden your theoretical lens. The purpose of these cases is to help you focus on branding and marketing communications issues.
    • Be well organized. Remember that the substance of your brief should be made clear by its form (e.g., two pages, excellent grammar, avoids ambiguity, gets to the point).

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