publication . Bachelor thesis . 2007

Going, Going... Gone Global : A study of two companies that want to take their brands abroad

Stork, Angelica; Leü Byström, Elisabet; Gustafsson, Marie;
Open Access English
  • Published: 01 Jan 2007
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entrepreneurskap, Marknadsföring, Management)
  • Country: Sweden
Abstract
This is a bachelor thesis within marketing that aims at finding how branding strategies is affected by the market it operates and how it influences the possibilities to create a global brand. This will be carried out by looking at branding strategies, global branding and branding on the emerging markets with comparison to mature markets. The authors will do this by conducting a case study where two companies will be studied, one from an emerging market and one from a mature market. The development of a case study came from the explanatory nature of the purpose and the decision was made to look into the lingerie industry since this is a market that is easily segm...
Subjects
free text keywords: Branding strategies, Globalisation, COO-effect, Business and economics, Ekonomi
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