International Business 9th Edition by Charles Hill

Exercise 14

The consumer purchase of specific brands is an indication of the relationship that develops over time between a company and its customers. Locate and retrieve the most current ranking of global brands. Identify the criteria used. Which countries appear to dominate the top 100 global brands list? Why do you think this is the case? Prepare a short report identifying the countries that possess global brands and the potential reasons for success. In addition, identify the traits of companies new to the list.