Marketing and Brand Management, Marketing Management

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For this Final Project, imagine that an organisation that owns and manages a brand is
experiencing a critical downturn in its business. The organisation needs to expand its
brand offerings to be competitive in a global market. You are tasked with developing a
new product that would fit within this brand to introduce to a new international market
(i.e. outside the organisation’s home market).
To select an organisation and brand to feature, refer to Interbrand’s list of top 100 global
brands. An Interbrand report is included in the Unit 1 Readings. Select one brand from
among the last 50 brands (i.e. 50–100) of the Interbrand list to feature in your Final
Project. Choose a brand that is more focused on business-to-consumer (B2C) products.

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