A Case Study of International Brand Management: Comparison of Lexus Brand Management in Brazil, United States and Japan.

39374 WordsFeb 7, 2011158 Pages
A CASE STUDY OF INTERNATIONAL BRAND MANAGEMENT: COMPARISON OF LEXUS BRAND MANAGEMENT IN BRAZIL, UNITED STATES AND JAPAN. Wakayama University Graduate School of Economics Supervisor: Sotaro Sasaki Author: Ana Cecilia Fernández Pedrozo Student Number: 17410030 Table of Contents INTRODUCTION································································································ 1 I. ANALYSIS OF THEORETICAL BACKGROUND·············································· 4 I.1. BRAND MANAGEMENT ··········································································· 4 I.1.1. Creating Brand Equity and building strong brands ················· 4 Brand loyalty…show more content…
Global segmentation and positioning ··································· 35 International positioning strategies ······································· 35 I.2.3. Global marketing strategies ················································· 36 Global scenario ······································································· 37 Global Industry ··········································································37 Competitive Structure ·································································37 Hypercompetition ·······································································38 Global Marketing Strategy ······················································ 39 Marketing strategies for emerging markets···························· 39 Competitive Analysis ······························································ 40 I.2.4. Global market entry strategies············································· 40 Entry modes ··········································································· 42 Exporting···················································································42 Licensing ···················································································42 Franchising

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