The development road of a successful brand: a case study of Tencent QQ
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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.
Tencent QQ, brand equity, brand development, overseas
IdentifiersURN: urn:nbn:se:hig:diva-11618Archive number: E3BA:DiVA 21/2012OAI: oai:DiVA.org:hig-11618DiVA: diva2:509763
Subject / course
UppsokSocial and Behavioural Science, Law
Vilhelmson, PärHollander, Ernst