1. The digital challenge to luxury can be found in the phrase that luxury brands "must stay true to the luxury experience." What specific strategies must be followed for luxury brands to achieve this idea? What other challenges in terms of online consumer segments must also be addressed?

2. What rules would you recommend for a luxury brand to stay "on-brand" in social media? Give a current example of a luxury brand who is successful in doing this and explain why.

3. What strategies do you think work best when global brands are entering into new markets? Explain why.

4. Is brand marketing communication a challenge in all countries? Why or why not? In what ways would you recommend brands to tailor their communication when operating in other countries?