What role does marketing play, particularly for international companies? How is a brand image established and how is it projected internationally? How are issues such as culture, language, and ideological differences handled? What are the pros and cons of establishing a highly centralized brand under which all goods and services are marketed versus a weaker central brand with strong subbrands? What role do slogans and visual language play in establishing a brand image?

These questions and others will be answered during this presentation. A case study will play a key role in the presentation.

Host:
Desirée Hess