the global brand face-off精选.pdfVIP

HBR CASE S TUDY AND C OMMENTARY Should Espoir take The Global Brand its new branding initiative global? Face-Off Five commentators offer expert advice. by Anand P. Raman • Reprint R0306A Espoir Cosmetics wants to make a big splash with a new global branding initiative. What should headquarters do when a country manager says his market will never go for it? HBR CASE S TUDY The Global Brand Face-Off by Anand P. Raman . D E Natasha Singh was amused to see almost every with her husband and 12-year-old daughter. But V R E S guest at the black-tie gala sporting the same fu- her friends at Supreme Studios, which had pro- E R S turistic sunglasses. It was past 10 pm in Los An- duced the blockbuster, had insisted that she T H G I geles, and the party to celebrate the release of should attend, along with Espoir’s chairman R L L the summer’s most anticipated movie, The Grid and CEO, Ed Johnson—and Tasha knew why.