3. People who say you don't need to worry about your competitors
couldn't be more wrong. Competent managers have to know how to
position their brand in relation to the competition, in terms of factors like
price and quality of the product. Managers should relate the brand's
values m a meaningful way to the consumers they have targeted. With
worldwide brands this may mean changing your message from country to
country, or even within one market. Coca-Cola produces a version for
Japan which is sweeter than the one sold in the US. The Japanese prefer
beef with j higher far content, so McDonald's naturally obliges. Ronald
McDonald's name vas even changed to Donald because the Japanese have
Trouble saying