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The development road of a successful brand: a case study of Tencent QQ
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this research project is to analyze why Tencent QQ developed so fast in China over nearly a decade, how they built the Tencent QQ brand so successfully, and how they maintained that success in China. Also discussed is the degree of influence which Tencent QQ has had in Sweden. Finally, suggestions are made about what Tencent QQ can do to develop and expand within overseas markets.

Place, publisher, year, edition, pages
2012. , 48 p.
Keyword [en]
Tencent QQ, brand equity, brand development, overseas
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-11618Archive number: E3BA:DiVA 21/2012OAI: oai:DiVA.org:hig-11618DiVA: diva2:509763
Subject / course
Business administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-03-22 Created: 2012-03-14 Last updated: 2012-03-22Bibliographically approved

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The Development Road of a Successful Brand-- a case study of Tencent QQ(1068 kB)1770 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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