Intercultural/International Brand Analysis Instructions (1) Identify a foreign c

by | Jul 2, 2022 | Communications and Media

Intercultural/International Brand Analysis Instructions
(1) Identify a foreign country where you are NOT born and raised OR a group that can be regarded as a subculture in the U.S. that is different from your own background. Selecting a subcultural group should be based on religion, geographic location, race, age/generation, and sex. For example, if you would like to select a subcultural group based on religion, and you are a Christian, your subcultural group could be Jewish, Muslim, etc. If you would like to select a subcultural group based on generation, and you are a Millenial, your subcultural group could be babyboomers or Gen X.
Additionally,
(2) identify a brand or product that is NOT doing a good job reaching out (or communicating with) the selected foreign country (e.g., Japan) or the selected subcultural group (e.g., babyboomers).
Then,
(3) describe the norms, values, and behaviors of members in the foreign country or the subcultural group.
(4) Interview THREE members of that country or subcultural group regarding their perceptions, opinions, feelings, and attitudes toward the use of the product or brand you identified. When conducting interviews, focus on questions regarding a concrete product attributes they find important and social influences on their purchase decision making.
Describe the interview process thoroughly (e.g., Who were your interviewees? How did you recruit them? When did you conduct interviews? Where did you conduct interviews? What interview questions did you use? Etc.).
When reporting interview results, summarize and present the key findings only, not the entire interview responses.
Finally,
(5) use your results to come up with insights in the selected country or the subcultural group and recommendations and suggestions for brand or product to better reach out to the selected country or the subcultural group.
This assignment must be typed in 12-point font and double-spaced with 1-inch margins and no longer than 5 pages
Attached youll find 2 examples.

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