please read chapters $15$ and $16$ of Lamb C$.,$ Hair J$.$ and McDaniel, C$.(2019).$ MKTG$,(13$th ed$.).$

$,$ then answer the following questions:

$1.$ What are the benefits of an integrated marketing communication plan? Discuss and provide examples.

$2.$ I would like you to discuss the issues surrounding global branding.

Branding can be done on a single strategic level or by individual market segment. Take a look at some branding campaigns that have worked both globally and by market segmentation and explain why the ones that were segmented would not have been successful if they had been done as one single campaign. Conversely, you may also discuss the reverse, i$.$e$.$ why a global campaign was successful and helped to build a worldwide brand awareness.