Description
Answer each question within Minimum 200-Maximum 250 words, use in-text citations and add the reference of the source used to get the answer!
Don't delete the questions just answer each question below each answer and add the reference below each answer.
See attached file, there are 8 questions listed in the file, which needed information to answer each of the questions.
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Hi, kindly find attached
Running head: DISCUSSION QUESTIONS
Discusion Questions
Student’s name
Institutional affiliation
1
DISCUSSION QUESTIONS
2
Part 1: BRM/353 PRODUCT AND BRAND MANAGEMENT
Question 1: Chapter 14:
What are some issues that a brand might have when going global? Should a
company worry about its intellectual property when going global? If so, how can
that brand be protected?
A brand might be faced with some challenges when going global. This is so because it will have
to change the location and cross boundaries. One of the biggest problem that a brand might face
is distance and time (Kotabe & Helsen, 2014). This means that a company has to heavily invest
in the product for its transport to other countries. Additionally, it will require key executive
personnel like product managers to be out of their offices most of the time trying to market the
brands in the new markets. Another challenge it might face is communication style since each
country has its communications styles. This will act as a barrier to proper market of the brand as
it has to adapt to the new communication style and compete with the already existing products in
the country. When a brand goes global, it can be protected by the company through partnership
whereby the brand owners enter into collaboration with other companies in the states that the
brand is being marketed. This protects the brand in that the local companies agree to allow the
brand to be sold in their countries and even support provides some market share for it.
Reference
Kotabe, M., & Helsen, K. (2014). Global marketing management.
Question 2: Chapter 11:
Does the industry your brand is in determine what strategy you would use in
managing the brand? Why or why not? (I am a realtor, and I work at Keller Williams
in Houston, TX).
Keller Williams agency is always very keen on the management of their brands. They, therefore,
determine which strategy should be used in the control of their brand. Brand management is
DISCUSSION QUESTIONS
3
crucial to the firm because customers will recognize the agency’s products and services through
their brand. One of the importance of brand management for this company is the ongoing control
and maintenance (Wheeler, 2017). Appropriate management of brand ensures that the company’s
brand remains appealing to the customers. Every promotional piece, name, and logo of the
company is maintained and controlled. This will avoid tampering with the brand that ultimately
tempers with the market position of the organization. Continual management of the brand also
allows for the company to strengthen the association between the brand and the customers of the
firm. The company can determine whether the brand is still appealing to the customers and
whether they are still satisfied with...
