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The Roles of Branding for a Brand Entering Overseas Markets: A Case Study of a Danish Butter Launching in Hong Kong with Success
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

Purpose – The purpose ofthis research is to investigate how branding is applied in a challengingindustry for an overseas market.  In other words, we would look into the aspects that are important for building and strengthening a brand in overseas market.

Design/Methodology/Approach – Our qualitative research is developed according to the interpretive approach which seeks to understand the aspects of brandings foroverseas market.  This research would beconducted as a deductive study; the validity of present knowledge would bedemonstrated.  Qualitative approach isapplied for identifying the aspects in a successful launching of a brand in anoverseas market.

Findings – This research demonstrates that branding has been involving inlaunching of brands to overseas markets. The case study indicates that brand portfolio, brand identity and brandpositioning are essential in extending brands to overseas markets.

Practical Implications – It serves as supplementary andreference information for brand management in marketing plan for globalmarkets, especially in food industry.

Originality/Value – The originality of this paper lies in its knowledge area ofbranding, which uses brand portfolio, brand identity and brand positioningliteratures and journals to examine the role of branding in practical case.

Keywords Brand Portfolio, Brand Identity, Brand Positioning, Denmark, HongKong, Food Industry

Paper Type Research paper

Place, publisher, year, edition, pages
2011.
Series
Examensarbete INDEK, 2011:87
Keyword [en]
Brand Portfolio, Brand Identity, Brand Positioning, Denmark, Hong Kong, Food Industry
National Category
Other Engineering and Technologies not elsewhere specified
Identifiers
URN: urn:nbn:se:kth:diva-35925OAI: oai:DiVA.org:kth-35925DiVA: diva2:429824
Subject / course
Entrepreneurship and Innovation Management
Educational program
Degree of Master
Uppsok
Social and Behavioural Science, Law
Examiners
Available from: 2011-09-27 Created: 2011-07-06 Last updated: 2011-09-27Bibliographically approved

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fulltext(1253 kB)1260 downloads
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File name FULLTEXT01.pdfFile size 1253 kBChecksum SHA-512
1a9d3e92430a7178a8342886567f5a4fc4a200b700ee493a7c08c88d20887a6b2b29bd44301deb13241e9b37e5557fa049164c0e58a4089160cf51ed15fb464d
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf