Global Brand Marketing
Do you think the Netflix corporate image campaign described in the chapter was successful? Why or why not? What do you see as key success factors for a corporate image campaign?
What are some of the product strategies and communication strategies that General Motors could use to enhance the level of perceived differentiation between its divisions?
Consider the Marriott brand listed in Branding Brief, Chapter 11. By examining their web sites, can you determine why they have such strong corporate reputation?
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