Strategic Thinking

The author of this report is asked to answer several questions relating to globalization, strategic thinking and brand identity. The first part of the paper will focus on the first two questions which both relate to brand visibility, brand identity and the sales that can or cannot be garnered by the different levels and types of the same. The second part focuses on a test case in the Middle East. Based on the fact that stepping on toes in that part of the world culturally or religiously is exceedingly unwise, the best and worst case scenarios as well as the best practices and concepts to be covered will be described. While there is no single way to create and maintain a brand and/or to remain culturally and ethnically tolerant in different areas of the world, there are some general habits and practices that are better than others.

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