To prepare for this Discussion:
Using the websites of the companies you selected in Discussion 1, identify each company’s brand for a similar or competing product in the country or countries you selected. Evaluate the brands in terms of the analyses described in Chapter 7 of your course text.
An analysis of how each brand is positioned in the country, including:
The brand message used to reach its target market
The similarities and differences in the way the brands are positioned
The ability of the companies to leverage their global brand power
An analysis of the brand structures used by each company, including:
Which of the brand structures do the companies use: corporate-dominate, product-dominant, or hybrid structure? Did both companies use the same structure or did they use different ones?
How is each company’s brand structure shaped by its firm-based characteristics, product-market characteristics, and underlying market dynamics?
A conclusion that summarizes which of the two brands you find adds the most in terms of value to the corporation. Be sure to provide a rationale to support your answer.
Minimum 3 paragraphs in APA Format. Due in 12 hours
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