International Marketing 10th Edition by Michael Czinkota, Michael Brumbach, Ilkka Ronkainen

Exercise 5

Jack Daniel's whiskey uses its core American values of authenticity, masculinity, and fraternal-ism successfully in other English-speaking countries like the United Kingdom, Australia, and South Africa. How they can interpret the values of the brand to be more approachable in a culture like China? (For example, is very status-oriented in terms of the middle class.)