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Unit 13 of 16
Measurement and Evaluation in Brand Globalization
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What cannot be measured cannot be managed — and in global brand strategy, the challenge of measurement is compounded by the diversity of markets, cultures, and competitive contexts. This unit trains students to design rigorous, culturally sensitive measurement systems for global brand performance.
Innovation Goal
Design a 'Next-Generation Global Brand Intelligence Platform' — an original AI-powered measurement and evaluation system that provides real-time, culturally nuanced brand performance intelligence across global markets.