Strategy
Rebranding a Dubai D2C Cosmetics Brand for China
Overview
What this challenge is about.
You are a brand consultant hired by GlowDubai. Your task is to create a comprehensive global brand strategy for entering China. Constraints: budget of AED 2M for the first year, no changes to core product formulations (only packaging and marketing). Success means achieving a brand awareness of 15% among target Chinese women (25-35) within 12 months. Deliverables include a brand positioning statement, a localized brand identity guide, a digital marketing plan, and a risk assessment for potential brand crises (e.g., ingredient controversies).
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.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
Careers
Roles this prepares you for.
Real titles. Real skill bridges. Pick the one closest to your trajectory.
Career mappings coming soon.