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?There are no global brands as their image and perceptions are affected by other factors such as country of origin effect and the user of the brand.? (see Lecture Notes Branding, p7)
What is your opinion? Discuss with examples. Your essay should include a critical review of key concepts such as COO, the complexity of brand origin due to globalisation, and its impact on brand perceptions (at least TEN academic journal articles).
Your work should demonstrate a good understanding of the topic based on thorough research and extensive reading. The assignment reflects all the learning objectives and represents 60 per cent of the assessment for the module. This means if you fail the assignment you will fail the module.
The word limit is 2500 words (Times New Roman 12 font, using 1.5line spacing). You are allowed to include a reasonable amount of relevant supporting material in the appendix. If you exceed the word limit you will be penalised by receiving a lower grade.All material should be properly referenced according to the Harvard system of referencing used in most academic journals.
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