Global Branding Across Cultures

By Julia Fennelly

Beginning today, students from Marquette University and Drake University will be leaving for Europe as part of a three-week cultural immersion course—Brand Tracking Across Cultures: Ethnography of Global Branding in London & Prague.

The course is designed to bring culture and branding to life within the context of the global marketplace, through our travels to London, Manchester and Prague. We’ll first visit a thriving economic hub and then move on to a swiftly emerging market, making comparisons as we go.

The goal of the class is to expand our cultural sensitivity and knowledge while garnering hands-on experiences in the global marketplace. We’ll be using ethnographic research methods to track product segments across the cultures of these two European Union countries. The class is working in teams to track brands in three sectors—beer, cars and fashion apparel—uncovering cultural codes through the patterns we find.

We invite you to make comments on our blogs and follow along on our travels over the next three weeks! Bon voyage!

Class Blog: http://globalbrandtracking.wordpress.com
Beer Sector Blog: http://beerbranding.wordpress.com
Cars Sector Blog: http://starteuroengines.wordpress.com
Fashion Sector Blog: http://dressingupeurope2010.wordpress.com

Julia Fennelly is a Senior Account Executive at Branigan Communications. She is currently pursuing a master’s degree in advertising and public relations from Marquette University. Connect with Julia on LinkedIn or on Twitter @JuliaFennelly.

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The opinions expressed here are those of the individual authors and do not represent the views of Marquette University or the Diederich College of Communication.

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