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Essay / Research Paper Abstract
This 17 page paper outlines how to carry out a study to determine how international brands should be marketed, using either standardized or customized approaching to branding. The pa-per starts by considering how the research could be undertaken and then conducts a literature review and looks at two case studies. The bibliography cites 13 sources.
Page Count:
17 pages (~225 words per page)
File: TS14_TEintbrand.rtf
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Unformatted sample text from the term paper:
the understanding of the buying decision is limited, which is why this is referred to as the black box (Kotler, 2003). However, it is understood that the perception that contributes
to the input of information used will impact on that decision. This is why branding plays such as important role and why many large companies invest a great deal of
time and effort in their branding. However, not all companies will approach this is the same way, many companies will use the same branding in all geographical markets, others will
take a more costly approach with the customisation of branding to the individual markets or regional markets. This may be a waste of resources if it does not add any
extra value to the brand, resources that may have a very high opportunity cost. If we wish to consider the way branding should be managed in a single market knowing
in the customisation makes a difference will help companies maximise the value and also maximise the use of resources. In undertaking this research we need to consider the way
data can be gathers. This will need both primary data and secondary data. The collection of secondary data can come from a range of reputable sources. These can be used
to frame and explain the results that are obtained from primary research. It is also possible to conduct research using only secondary data basing the results on quantitative data. The
methodology that may be used is that of meta-analysis. Meta analysis can be a very useful tool, it is a way in which correlated results and
results from experiments can be used to accumulate results by way of set statistical procedures using the results of different research studies and projects (Lyons, 1998).
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