ASSIGNMENT 5 ASSIGNMENT 5.1 Read the ‘management FOCUS: Global Branding, Marvel Studios, and Walt Disney Company’ and answer the following questions: Comment on Marvel Studios’ success at global...

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  1. ASSIGNMENT 5


    ASSIGNMENT 5.1


    Read the ‘management FOCUS: Global Branding, Marvel Studios, and Walt Disney Company’ and answer the following questions:



    • Comment on Marvel Studios’ success at global branding. In your opinion, is its success related to the superhero theme of its movies, or could it have had the same level of success with other storylines?

    • Reflect on the role of Marvel Studios parent company, the Walt Disney Company, as a factor in the success of Marvel Studios. Do you think Marvel Studios would have had the same level of success without Disney?


    ASSIGNMENT 5.2


    Read the ‘management FOCUS: Burberry’s Social Media Marketing’ and the Forbes article:



    Marr, B. (2017). The amazing ways Burberry is using artificial intelligence and big data to drive success. (posted in BB/Course Content/ARTICLES/Chapter 5).


    Answer the following questions:



    • The centralized brand management that happened under the watch of Angela Ahrendts was a strategic move that resulted in a better brand equity. Is this a move that should remain a staple of the company’s brand strategy, or what decisions/strategies should Burberry be making moving forward?

    • Should Burberry be focused on new brick-and-mortar stores, as new CEO Christopher Bailey did with the opening of Burberry’s largest store, 121 Regent Street in London, or should they focus on more online sales worldwide? Are high-end products (clothing such as Burberry's) better sold in stores or online, or both?


    ASSIGNMENT 5.3


    To explore best global brands, go to:https://www.rankingthebrands.com/PDF/Interbrand%20Best%20Global%20Brands%202021.pdf


    (also in BB/Course Content/ ARTICLES/READINGS/Chapter 5/ folder).


    Prepare a short report with the answers for these two questions:



    • Q.1 Which countries appear to dominate the top 100 global brands list?

    • Q.2 Now look at which sectors appear to dominate the list and try to identify the reasons.


    ASSIGNMENT 5.4


    Part of developing a long-term R&D strategy is to locate facilities in countries that are widely known to be competitive. Your company seeks to develop R&D facilities in Asia. A publication that evaluates economies based on their competitiveness is the Global Competitiveness Report.


    Download the latest report here:



    http://www3.weforum.org/docs/WEF_TheGlobalCompetitivenessReport2019.pdf(posted in BB/Course Content/MATERIALS/’The Global Competitiveness Report 2019’)


    Choose two Asian countries and compare them using information from the report (for an overview of the overall score, use the Table in page xiii; for each country then find more info in the economy profile).



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Answered 2 days AfterMar 30, 2022

Answer To: ASSIGNMENT 5 ASSIGNMENT 5.1 Read the ‘management FOCUS: Global Branding, Marvel Studios, and Walt...

Parul answered on Apr 02 2022
107 Votes
Assignment 5.1
Answer 1. Success of Marvel Studios is much deeper than what we can witness in the movies. Indeed, success of Marvels goes far beyond its theme in movies. Essentially, the strong fan-following and penetration is associated far deeper than the superhero theme of its movies. Incorporating with massive following was optimum use of technology which helped in bringing the story book characters to live. The story lines connect with the audience and gives them an opportunity to relive their childhood and watch them in action. This creates a massive appeal amongst audience. Therefore, the real success of Marvel can be credited to strong story lines in the comic that help audience escape from their daily life to a world of action and thriller. Second reason is leveraging next generation technology helped bring the core essence of comics on the screen that could very well engage with the target audience and thereby could deliver a splendid experience to them.
Answer 2. Success of Walt Disney in various domains and even industries have also contributed to the massive success of Marvel Studios. Applying power of association, Walt Disney already has a huge brand-name and goodwill being the industry for more than 100 years which also provides strong foundation for Marvel to succeed. General public and the target audience are already associated with Disney since they have always delivered to its name. Marvel wouldn’t have been succeeded or perhaps reach to the same heights as it had achieved now. In fact, Marvel without Marvel would have just been marginalised to a niche comic segment and major part of market share would be dominated by Disney. If Marvel was in direct competition with Disney, then both would have suffered especially Marvel since they have much less follower compared to Disney. When both come together there is much greater number of synergies that emerges from the union. Comprehending the connection with the target audience, Disney is more prevalent in age groups ranging from 2 years to 9 years. This the age group when children insist their parents to take them to movies. While Marvel captures the target audience 10 year till 30 years. Therefore, Disney acquiring Marvel studios offers tremendous synergies for both the companies.
Assignment 5.2
Answer 1. Brand management is both art and science. As it is evident from Burberry's case, there is crucial dependence on how brand of the company is managed. Ahrendts leverages centralized brand management approach to offer consistent experience across the world and convert them into profitable luxury venture. Essentially, Burberry is a licensed...
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