As Stephen Brosick, Director, Global Product Strategy wondered whether Doosan will benefit from immediate re-branding, or if other branding strategies may be more effective, regional problems began to emerge. The problem of choosing an optimal strategy (to keep the IR brand, co-brand, increased conservation, immediate rebranding) adding to international product and channel differences. These differences in turn influenced key tactical decisions branding. The solution of these differences affect not only which of the four brand strategy changes were, but also whether they should be implemented on a global scale, or set on a regional level. Learning objectives: The case illustrates the complexity of the development of global branding strategies for companies with established business areas in the world. Market analysis of similarities and differences for the various elements of branding can be made, leading to a global standardization compared with the decisions of regional adaptation strategies. "Hide
by Martin Roth, Dominique Turpin Source: IMD 3 pages. Publication Date: September 10, 2010. Prod. #: IMD430-PDF-ENG
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