The Global Brand Face-Off (HBR Case Study)

Espoir Cosmetics has received a tantalizing offer: sponsorship of the sequel to the Hollywood hit Diana's She Devils. For Natasha Singh, the U.S.-based company's global marketing officer, the movie is an ideal vehicle for global brand building. As the film is released in each country, Espoir can launch tie-in lipsticks and nail polishes. But some of Espoir's regional executives don't see it that way. One of them--Vasylko Mazur, the head of Eastern European operations and Tasha's old friend--is particularly upset. "Tasha," he says, "you don't realize how different Eastern Europe is from the rest of the world. Movie-based promotions won't do anything for my sales." Tasha understands his point of view. When she was Espoir's marketing head in India, she had to fight for her unconventional local initiatives. But she has come to believe that tastes are changing rapidly all over the world. From Eastern Europe to the smallest towns in India, customers want the products they see on TV, in the movies, and in international magazines. Should Espoir take its new branding initiative global? May be used with: (R0306Z) The Global Brand Face-Off (Commentary for HBR Case Study).

Brand management; Brands; Globalization; HBR case discussions; International business; Marketing strategy; Product positioning

Harvard Business Review Article

Année de la problématique : 2003

Livraison : Livraison par lien de téléchargement

Nombre de pages : 5