Describe the guidelines that can assist marketing managers in their efforts to establish global brand leadership

What will be an ideal response?

The following six guidelines are mentioned as helpful for marketing managers in their efforts to establish global brand leadership: 1. creating a compelling value proposition for consumers in every market entered, beginning with the home-country market; 2. before going international, thinking about all elements related to brand such as brand identity, names, marks, symbols and labels which have potential for globalization; 3 . developing a company-wide communication system to share and leverage knowledge and information about marketing programs and customers in different countries; 4. developing a consistent planning process across markets and products; 5. assigning specific responsibility for managing branding issues to ensure that local brand managers accept global best practices; and 6. executing brand-building strategies that leverage global strengths and respond to relevant local differences.