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A study of factors affecting a firm’s global brand name strategy
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In the past few years, the importance of global brand names has increased significantly for 

companies in the global market, global brand names are now considered as a fundamental 

constituent of the marketing field. The brand name represents a strong impact in the success 

of a product or service. Also, previous literature highlighted the relevance to investigate the 

relationship of the culture and competition regarding the global brand name strategy. 

Consequently, the purpose of the study is to investigate to what extent global companies 

consider factors affecting the global brand name strategy. 


The theoretical framework of the study is based on a model which examines the process of 

developing a global brand name strategy. In this part, we describe the two major factors 

affecting the global brand name strategy such as; the culture and the competition, the different 

brand name strategies as well as the notion of standardization and adaptation. 


A qualitative method is utilised in order to conduct this study. This choice of methodology is 

the most suitable one regarding the purpose of our research. The empirical data is composed 

by the primary data collected thanks to one interview and secondary data which was mostly 

gathered in companies’ websites and various articles. 


A cross-case analysis is applied and it makes it possible to compare two global companies. 

The analysis of empirical findings enables us to draw some conclusions which provide 

interesting knowledge to the research area of global brand name in international markets. Our 

findings reveal that global companies are generally aware that the culture, especially the 

language, and competition can affect their global brand name strategy. However, the degree of 

consideration differs regarding first on the global company's choices such as, the competitive 

advantage, the image and values of their global brand. Secondly, it also varies according to 

the company's situation as the number of competitors on the market and the number of 

languages they are confronted to. 


Keywords: global brand name strategy, global brand name, culture, language, competition. 


Place, publisher, year, edition, pages
URN: urn:nbn:se:hh:diva-16189OAI: diva2:439827
Social and Behavioural Science, Law
Available from: 2011-09-09 Created: 2011-09-09 Last updated: 2011-09-09Bibliographically approved

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