A Study on the Relationship between Public Relations and Brand Strategy
Xu, Yuanzhong (Victor)
- Publisher: Högskolan Kristianstad, Institutionen för ekonomi
LAW/JURISPRUDENCE | RÄTTSVETENSKAP/JURIDIK
Brand strategy is a useful way to strengthen competitive competence of products. However, the researches on how to implement a successful brand strategy using public relations were rarely found in the existing literature. The main purpose with my dissertation is to investigate the relationship between public relations and brand strategy. In addition, I hope the dissertation can give some suggestions to Chinese companies when they want to implement a brand strategy using public relations. A combination of interview and questionnaire was used to find research questions. My sample is a famous enterprise named Lenovo Group in China. The research indicated that public relations is a useful tool to implement brand strategy. Public relations plays an important role in the five stages of executing a brand strategy.