Chapter 15 - Marketing Internationally
3. Can you develop a similar campaign for another old-line brand or product that needs
Locate and retrieve the most current ranking of global brands. Identify the criteria that are
utilized in the ranking. Which country has considerable representation in the top 100 global
brands list? Prepare a short report identifying the countries that possess top global brands and the
potential reasons for success.
You are the marketing manager of a company that sells pet products, which have been of high
demand in the U.S. Given the huge success domestically, you want to explore opportunities
abroad for your products. Utilize the Country Commercial Guides for U.S. Investors and find a
market research report on the pet products sector in Poland. Prepare an executive summary
highlighting the opportunities and obstacles for your company in this country.