Overview
What this challenge is about.
Rebrand a Dubai cosmetics brand for China: create a localized identity, marketing plan, and risk assessment. Earn a verifiable certificate.
The scenario
GlowDubai is a 5-year-old D2C skincare brand with AED 40M annual revenue, 80% from UAE and GCC. It uses only natural, vegan ingredients and has a strong sustainability ethos. The brand has no presence in Asia.
The Brief
What you'll do, and what you'll demonstrate.
How should GlowBerlin adapt its global brand positioning and marketing mix to successfully enter the Chinese market without diluting its core brand equity?
Earning criteria — what you'll demonstrate
- Apply brand positioning frameworks in a cross-cultural context
- Analyze brand equity measurement tools (e.g., Keller's CBBE) for international markets
- Develop strategies to grow and sustain brand equity globally
- Evaluate risks and responses for brand crises in foreign markets
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Aligned coursework coming soon.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
- Global Branding
Apply global branding to solve real industry problems and demonstrate production-level capability.
- Market Entry Strategy
Apply market entry strategy to solve real industry problems and demonstrate production-level capability.
- Cross Cultural Marketing
Apply cross cultural marketing to solve real industry problems and demonstrate production-level capability.
- Brand Positioning
Apply brand positioning to solve real industry problems and demonstrate production-level capability.
- Consumer Insights
Apply consumer insights to solve real industry problems and demonstrate production-level capability.
Careers
Career paths this challenge builds toward
Completing this challenge demonstrates skills that transfer directly to these roles: