Posted: September 16th, 2017

Should Espoir take its new branding initiative global?

The Global Brand Face Off: Should Espoir take its new branding initiative global? This case assignment will end with you answering that question,
specifically, should Espoir Cosmetics use the Dianaâs She Devilâs movie tie-in as a vehicle for launching a global brand building strategy. If your answer
is ânoâ you will have to defend it. If your answer is âyesâ you will have to provide some details of how it will go forward and incorporate the concerns of
the country managers. You will need to listen carefully to Natasha Singhâs arguments, the opinions of the country (regional) managers, and take note of
the advice offered by the four experts in their commentary. This is not the kind of case where concrete data drives the decision, it is based on past
experience, corporate and individual propensity for risk taking, headquarters versus country control over marketing strategy and qualitative concerns of
all the players, including Espoirâs CEO, Ed Johnson. Case Written Assignment Objectives: Demonstrate benefits of a global branding strategy Understand
the nature of global headquarters and country manager conflict. Apply the concepts of standardization versus localization in strategy implementation.
Apply critical thinking and judgment to qualitative evidence in defense for or against a marketing strategy. Demonstrate college-level writing skills
consistent with a 400-level course. PREPARE your case written assignment as follows: Thoroughly read the case study, once for an overview and at least
a second time to reach a deeper level of understanding of the issues. Refer to the case narrative frequently in your analysis. Review the following global
marketing materials to ensure you understand the marketing principles at issue in this case so you can demonstrate you can apply them to Espoir
Cosmetics. Module 3 â Product Strategies Customizing Global Marketing, in course materials Global Brand Success Guide, available at: The Global Brand
Online Effect of Local Market Conditions on Brand Image Customization, available under Course Content in the WebTycho classroom. Ingrand, Eric. “Big
Ideas, Local Insights: Multicultural Content Marketing Made Easy.” Marketing Week (Online Edition) (2013): 33. Business Source Complete. Web. 12 Sept.
2013, available under Course Content in your WebTycho classroom. Any other articles you may find researching this case. Be sure any and all outside
materials used in your analysis is footnoted and is included in a reference list. PREPARE thoughtful answers to the following questions: Does Espoir
Cosmetics currently have a global brand image? Why or why not? Describe the characteristics of Espoir Cosmeticsâ global customers in demographic,
psychographic, behavioral and geographic terms. List and describe at least five arguments in favor of going ahead with the movie global branding
strategy. Be sure to defend your answer with excerpts from the case narrative or the supplemental readings assigned above. List and describe at least
five arguments against going forward with the strategy. Be sure to defend your answer with excerpts from the case narrative or the supplemental
readings assigned above. What is your recommendation, should Espoir Cosmetics go forward with the Dianaâs She Devil movie opportunity? Why or why
not?