International Business 8th Edition by Charles Hill

Exercise 2

The consumer purchase of specific brands is an indication of the relationship that develops over time between a company and its customers. Locate and retrieve the most current ranking of global brands . Identify the criteria that are used. Which country (or countries) appears to dominate the top 100 global brands list Why do you think this is the case Prepare a short report identifying the countries that possess global brands and the potential reasons for success. In addition, identify the traits of companies that are new to the list.