• To reflect on the differences that brands have across the world and specifically across the different countries of Asia
• To gain insight into the Japanese consumer’s marketing preferences
• To be able to compare data of Asian consumers and understand why certain brands and global campaigns have different impacts in Japan’s market
This course discusses cross-cultural management by looking at data and cases that reflect the impact of branding on various Asian markets. We review the different brand personality dimensions and their facets across three cultures, using research that was done for the projects Brand Japan and Brand China. This course information will be used in reference to different case studies in other courses of the Asia Module in order to gain a greater understanding of the versatility of preferences in different Asian countries.
The course will be lecture and discussion based