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C/M/2417. Brand Management in McDonald's and Sony

WORDS:
2100
DATE:
2011
PRICE:
29.99 GBP

The paper looks at the approaches to international brand management adopted by Sony and McDonald’s. Branding strategies of both companies are examined describing their products, prices, advertising, practices in standardisation and adaptation, and the impact of international markets on their marketing mix. Recommendations are suggested about brand management options available to the companies.

 

KEYWORDS: Brand Management, Sony, McDonald’s, international markets,

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Other Papers On: International Marketing
Other Papers On: Sony
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