Locate the article in the online library; The Bentley Brand by Ian Wilson published in the Marketing Review; Autumn 2005, Vol. 5 Issue 2 p. 277-293.

Should the brand stay standardized if it goes international? What might the impact be on the brand equity?

Choose a product that has not expanded its market to an international market. Discuss the possibility of marketing the brand using a standardized approach. Discuss the possibilities of marketing the brand in a customized approach appealing to a particular market in a given country. What are the pros and cons of both strategies on the brand equity?