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Should the brand stay standardized if it goes international? What might the impact be on the brand equity?
Choose a product that has not expanded its market to an international market. Discuss the possibility of marketing the brand using a standardized approach. Discuss the possibilities of marketing the brand in a customized approach appealing to a particular market in a given country. What are the pros and cons of both strategies on the brand equity?

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The Bentley brand is a well known brand in the global auto industry. As per Wilson (2005), the brand is globally diversified as its present in several countries such as the US, UK, Japan, Germany, Middle East and Asia. As the company seeks to enhance its presence in the Asian markets, there would be the need to customize the offerings to the needs and requirements of the customers in those markets. While the regions of US and UK are developed ones, the markets of Asia are in the developing stage and the levels of infrastructure also vary in these regions. The company may need to customize...
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