January 2021
Intermediate to advanced
272 pages
6h 58m
English
Content preview from International Brand Strategy
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Planning for departure
Bon voyage
As with Target, sometimes the biggest threat to succeeding in foreign markets is your own company, not your competitors. A few years after I founded Duffy Agency, the CEO of a successful medical-device company approached us to help grow his business globally. We followed an approach similar to that outlined in Chapter 3 to build a coherent global brand identity and marketing strategy.
The company had a medical division that sold a range of products to hospitals and medical clinics. Its products were well regarded by the medical community, where they were seen as the ‘gold standard’ in their categories. It also had a fledgling consumer division that sold a few of the company’s muscle-toning products as fitness ...
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