Global Brand Values Research: Industry and company analysis and identification of brand values

1. For this assignment I want you to explore these concepts by learning more about two companies in a specific industry. First pick an industry that interests you. Whether it is cosmetics, automobiles, fast food or fashion, the choice is yours! After you have picked an industry, I want you to select two well-known companies within the industry that have developed a strong global brand and international presence 2. What does the company stand for? Do they identify their mission statement or vision statement? Research and share each brand’s origin story, along with its history and growth in the different regions and markets around the world. You may find the company’s history on their website, or through research on the library website. Use the resources available to you on library.temple.edu. (Links to an external site.) After you log in to the library’s website, under databases, you may find the databases Mintel Market Research Reports (Links to an external site.) and Statista (Links to an external site.) to be helpful to you as you gather relevant background information. For additional context related to brands and their companies, I recommend Business Insights: Global (Links to an external site.). You may like the ‘market share reports’ section. 3. As we learned in Lecture 5, values are used to differentiate and position brands vs. competitive brands. Values are often the basis for segmentation and positioning decisions. Next, find a couple of specific ads representing each of these brands. Can you identify the brand values? Discuss and explain how each brand has tailored its messaging and/or products for individual markets based on values and cultures. Have these decisions factored into the success of each brand? If so, how and why? 4. What are your perceptions of your chosen company’s brand values? Are they authentic? Are they believable?