What are the key considerations regarding standardization/adaptation for brands such as the Bunnahabhain regarding the communication process?
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What are the key considerations regarding standardization/adaptation for brands such as the Bunnahabhain regarding the communication process? What is likely to differ in the international rather than simply the domestic context?
How important do you consider the source of the message to be in the communication of brands like the Bunnahabhain? What is the viability of the proposed position using ‘Scottishness’ for such brands just as Levi, Harley-Davidson or Marlboro have used ‘Americaness’?
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