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Beauty makeup- INTERNATIONAL BRAND ANALYSIS ASSIGNMENT

University

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Subject

INTERNATIONAL BRAND ANALYSIS ASSIGNMENT

Module Code

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Beauty makeup- INTERNATIONAL BRAND ANALYSIS ASSIGNMENT

TASK: Conduct and international brand analysis. Word count 1200 max
CONTEXT: Refer to the information on Learn informing you of which industry you have been
assigned for your final International Marketing Communication plan. Select a brand from this
industry that has any kind of international presence i.e., a domestic brand that has expanded its
reach to at least one other country market.
You should use the theories and concepts covered in class to date to develop a critical analysis of
the brand and their international marketing activities.
RESOURCES:
• Chapters 1-5 of the de Mooij text book alongside the relevant section from the Hollensen
book will give you a useful starting point for theories and concepts to draw on.
• The following journal will also be useful:
o de Mooij, M & Hofstede, G. (2010) The Hofstede Model, Applications to global
branding and advertising strategy and research, International journal of Advertising,
V.29 (1) pp.85-110.

• There is an expectation that you conduct your own independent academic research to
substantiate your claims/arguments (this means you should have additional journal articles
and other relevant scholarly material to substantiate your arguments).
In your analysis you should consider the issues stated below. Please note the style of the assignment
is NOT a question-and-answer format, rather you are expected to develop a critical essay. These
points are here to guide you in developing your analysis and content for the essay.
• From your analysis determine how the brand has created brand-equity?
• What is the brand personality? Does it change across markets?
• Does the concept of ‘brand cool’ apply to your brand?
• Consider the issue of cultural appropriation and stereotyping in relation to your brand.
• Can you identify differences/similarities in the brand across different cultures? What does
this analysis reveal regarding the company approach to global marketing (e.g.
standardisation vs adaptation).
• Apply theories about Culture to help explain your findings.
• Reflect on the concepts of homogenisation and cultural hegemony as you analyse your
brand.
Learning Outcomes:
n Students will have the opportunity to synthesize academic literature on international
branding and culture
n Students will have the opportunity to develop a brand analysis to demonstrate depth of
understanding
n Students will have the opportunity to refine their academic writing skills