Brands are at the core of the business success and financial power of the world’s most successful international companies. Strong global brands often become the most valuable asset of the company (e.g. Gillette, Coca-Cola, Apple, Pampers, McDonalds), and are now specifically valued, tracked and ranked globally as a stand-alone business asset (e.g. by Forbe’s World’s Most Valuable Brands listing). The critical importance of building and effectively managing strong global brands has never been as pressing as today, as the other sources of lasting competitive advantage in the market erode rapidly or collapse (incl. access to technological, manufacturing or financial resources). While almost any new product or technology can be replicated rapidly and cheaply by competition, a well-established brand and it’s relationships with the consumers cannot, which makes it a source of lasting and highly resilient competitive advantage for the long-term financial success of the business. As such, the course will be conducted using a combination of course lectures and in-class discussions cover case studies and simulation tools. Presentations, readings, projects, and a computer-based international marketing simulation game, Country Manager, will be used. The simulation will entail selecting a new Asia market for entry, establishing a brand presence in that market, and expanding into additional foreign markets