ASB-4530: Global Brand Management.

You are required to design a Global Brand Marketing Program that would Build Brand Equity for the 2-year period (2021-2023) in response to the Coronavirus challenges, for an events company of your choice from anywhere in the world. You must provide a website link to your chosen business and the website must be in English. You are required to relate to the theories and models discussed in the first seven chapters of the textbook (Strategic Brand Management, 4th edition, K. L. Keller) in your report. Global aspects of the brand marketing programme must be discussed. At least 5 academic journal articles should be cited in your report.

A Business report starts with an executive summary outlining the key points covered in the entire report. The report should not contain any technical jargon. You should provide at least one main graph/chart for your story and narrative to be built around. The text should flow and all technical details should be kept in the appendix, and referred to within the main body of the report. The report should be well formatted and written in a style, like a Business Week or an Economist article, that is suitable for a reader who is a brand manager.