Complete these two essay questions. You have unlimited time to complete this exam, but only one opportunity to submit your answers.
1. Based on Hofstede’s variables, Mexico is known to be a collectivistic, masculine, high power distance, high uncertainty avoidance culture. According to Hall’s work on context, Mexico is a relatively high context culture. Given what you know about Hofstede’s variables, how might this translate into message preferences and decisions about products and brands? Based on what you know, if a new watch brand was launching in Mexico, what type of a slogan and creative campaign do you think might be successful? Be specific.
2. This semester we have used the global expansion of Lula Mae’s Attic to explore an interesting dichotomy: basically, the more you try to be consistent in strategic communications on an international level, the more likely you are to be misunderstood by different audiences. However, the more you try to tailor your message to individual markets, the less consistent and cohesive your brand personality will be perceived across cultures. Your final question of the semester is this: What is more important for building an international brand for Lula Mae’s Attic: international consistency or local understanding? Remember, we have discussed great brands that have used both strategies, so you can pick either answer. However, you must use concrete examples to explain why you chose the one you did. Do you think the type of product impacts the type of strategy a company should use? What about media availability?
** Lula Mae’s Attic is a theoretical lingerie store we used throughout the course. They are the southern USA based and looking to expand to other countries.
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