Global Branding and Advertising

Answers are expected to be logical, in-depth, thoughtful, substantive and in your own words. The exam should not be viewed as an exercise in copy and paste. Answers should also include reference to concepts covered in the course material, where appropriate, to illustrate that you have a grasp of and can apply them. Where appropriate, give examples and be specific in your answers. Each point mentioned should be justified/supported with examples and/or outside sources (assume that the reader does not understand the concepts and theories and you have to explain them to him/her). Please note: While the material covered in the course should be integrated into your answers, you must include at least one additional outside source. For example, there are chapters in the textbook that correspond to topics in the case as well as additional information that can be researched. Be sure to cite any sources used.

Please Follow the APA style when writing your analysis. Reference list should be attached at the end of the document. Label each question with its number in addition to each section (i.e. a., b. etc). Please check your spelling and grammar as points will be deducted for mistakes of this nature. Please don’t forget to type your name on the top of your answer sheet and include your name in your file name (e.g, Adam Smith_MBA646 final.doc)

Discussion Questions:

  1. Complete a SWOT analysis for Heineken. Is Heineken a global brand? Why or why not?
  2. Evaluate the research. What has been learned?
  3. How can the Heineken brand be developed through marketing communications?
  4. What should be the role of Heineken’s headquarters in shaping of the marketing of the
    brand worldwide?

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