Student Questions - Phd Topic In International Branding and Advertising... from Anonymous: MarketingProfs Question 36101

Topic: Student Questions

Phd Topic In International Branding And Advertising...

Posted by Anonymous on1/27/2011 at 10:30 PM ET 250 Points

Hi guys,

I need a PhD "topic" in international branding and advertising. any ideas?

Thank you all
Tina

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Posted bymgoodmanon1/28/2011 at 7:42 AM Accepted

Why not select two different companies that treat their international branding in different ways, and then examine the effect of their strategies on marketplace success?

The key is to narrow the topic so you can deal with specifics, not generalities.
Posted bykoen.h.pauwelson1/28/2011 at 7:56 AM Accepted

HI Tina,

The ROI of and synergy among firm-initiated marketing (eg offline TV/radio/print, online banner ads) and customer-initiated marketing (e.g. paid search, social media) is a very interesting and timely topic.

As for the international aspect, I am currently searching for guidance on the above topic for mature-market firms going into emerging markets (eg what is the effectiveness of offline TV and paid search in Eastern Europe or Brazil?) but have not found much yet. Thus, a great opportunity

Good luck