Research on brand strategy, Chinese brand issue and countermeasures Dissertation

Research on brand strategy, Chinese brand issue and countermeasures - Dissertation Example Chinese brands lack the global standards of competitiveness. They have been focusing on the development of self-owned brands but they continue to face issues such as a weak brand and lack of brand protection consciousness. Thus with the aim to recommend an affective brand strategy for Chinese enterprises, three objectives were set in the study. Extensive literature on the subject was reviewed and then based on a qualitative study, and purely on secondary data the study objectives have been achieved. Reason why Chinese brands have not been able to establish in international markets range from low quality perception, to adherence to Chinese brand names and the lack of competency to decide on brand positioning and brand personality. Chinese brands are known to simply respond to opportunities without implementing brand strategy. The benefits of an effective brand strategy have been amply highlighted throughout the study which includes loyal customers, higher market share and larger reven ues. Brand strategy helps brands adopt a differentiation strategy and focus on specific elements. Citing the examples of Haier and Lenovo, the study finds that an effective brand strategy can help domestic Chinese brands to achieve success in the international markets. Through brand positioning, through a planned growth strategy, Chinese brands can develop sustained competitive advantage even in foreign markets. An effective brand strategy helps overcome the negative perception associated with Chinese brands. The study concludes by suggesting counter measures that Chinese brands can adopt to establish in international markets. Limitations to the study have been highlighted and recommendations for further research on the subject have been made. Table of Contents Chapter I Introduction 1.1 Background 1 1.2 Rationale of the Study 3 1.3 Research Aims and Objectives 5 1.4 Structure of the Study 5 Chapter II Literature Review 2.1 Chapter Overview 7 2.2 The concept of brand 7 2.3 Concept o f Brand Strategy 8 2.4 Theories governing brand strategy 11 2.5 Reasons for poor brand strategy 15 2.6 Chapter Summary 17 Chapter III Methodology 3.1 Research Philosophy 18 3.2 Research Design 18 3.3 Chosen Method 19 3.4 Research approach 20 3.5 Data Collection Strategy 20 3.6 Data Analysis 22 3.7 Ethical concerns 22 Chapter IV Findings and Discussion 4.1 Chapter Overview 23 4.2 Findings 23 4.3 Discussions 30 4.4 Chapter Summary 33 Chapter V Conclusion and Recommendations 5.1 Conclusion 34 5.2 Countermeasures 36 5.3 Limitations of the Study 38 5.4 Recommendations for further research 38 References 39 Tables, Charts and Figures Chart 1.1 Brand-consciousness Chinese consumers 2 Figure 2.1 Brand Equity Pyramid 9 Table 4.1 Guangdong Tea Exports 28 Chapter I Introduction 1.1 Background With the economic development and improvement in people’s living standards, products have become increasingly rich, offering value to the customers. In fact, competition in every field has made busi nesses and markets turbulent prompting marketers to create a distinctive brand image for their products. This requires change in the way organizations build and sustain brands. Most powerful brands in the world support their brand as an asset, essential to the organization’s long-term strategy (Davis, 2002 cited in Tregert & Westerlund, 2003). Since brand is an asset with an assumed value, brand awareness, brand associations and brand loyalty have to be actively managed. Global brands across the world have