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Assignment 5.2: Discussion: Positioning and Branding




Assignment 5.2: Discussion: Positioning and Branding;In this Discussion, you will take a closer look at the branding approach taken by a large Asian cosmetics firm as it is working to build its presence in the U.S. market. Subsequently, you will apply these insights to your professional contexts.;Procedure;1.Go to Kao Brands.;2.Based on the website information and additional research as needed, answer the following questions;a.What seems to be the current positioning and branding approach taken by Kao?;b.How well does this approach work for Kao cosmetics products in the U.S.? Keep in mind that some of the main competitors include P&G, Unilever and L'Oreal. You might wish to look at their positioning and branding approaches also.;3.Then, more broadly explore these questions in light of the above example;a.What are some challenges faced by companies when they try to leverage brand equity from one part of the world in another region?;b.Which insights from this discussion can you apply to your course project and/or your current professional situation


Paper#19976 | Written in 18-Jul-2015

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