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Brand Image in Cola Refreshments Case: Foreseeable future Cola of Wahaha Group Co. Ltd, China

 Essay regarding Brand Picture in Soda Drinks Case: Future Diet coke of Wahaha Group Co. Ltd, Cina

Brand Picture in Diet coke Drinks CIRCUMSTANCE: Future Cola of Wahaha Group Company. Ltd, Chinese suppliers

Sun, Jianfei

2010 Laurea Leppävaara

Laurea University of Applied Sciences Laurea Leppävaara

Brand Image in Cola Drinks CASE: Long term Cola of Wahaha Group Co. Limited, China

Jianfei Sun Degree Programme in Business Management Thesis April, 2010

Laurea College or university of Applied Sciences Laurea Leppävaara Degree Programme in Business Supervision International B2b Marketing

Fuzy

Jianfei Sunshine Brand Image in Soda Drinks; Circumstance: Futre Cola of Wahaha Group Company. Ltd, China and tiawan Year 2010 Pages 45

In Chinese language beverage market, there are 3 mainly diet coke brands, Cocaina cola, Soft drink and Long term Cola, these types of three company share practically 90% cola market, to ensure that competition is definitely omnipresent, with the consumer market, but really intensive in business to business market. B2b brand building involves different aspects, for example , attributes of product or service, brand graphic, brand placement, and B2B brand management, Wahaha Company., Ltd as being a case business need to build brand image and find a remedy on how to be a stronger manufacturer in order to attract more potential customer. The theoretical context of this thesis lies in marketing administration. The assumptive emphasis and framework is definitely however in brand management: company concepts, manufacturer building and brand image. As the analysis is made in B2B environment the difference among B2B and consumer markets will be particular. The quantitative research method is used in the research for analyze; the data intended for empirical analyze was collected through email. The questioner is based on the theoretical construction, related to product's attributes, brand image and communication and characteristics of brand name, and relationship. The purpose of thesis is to finding a more effective technique and technique to be better brand, creating more delete word company brand building running a business to business market.

Keywords and phrases: business to business industry, business to business communication, brand, company building managing

Table of Contents 1 ) INTRODUCTION..................................................................................... a few 1 . 1 Background of study.......................................................................... your five 1 . a couple of Case organization.................................................................................. 5 1 . 3 Aim of study............................................................................... 6th 1 . 4 Structure from the thesis....................................................................... 6 2 . Theoretical framework........................................................................ 7 2 . 1 Marketing....................................................................................... eight 2 . 11 Business to business promoting Mix............................................... being unfaithful 2 . doze Business to business marketing communications............................. 10 installment payments on your 2 Company.......................................................................................... 11 installment payments on your 21 Company Ideology...................................................................... 12 2 . twenty two Brand Picture and setting..................................................... 13 installment payments on your 3 Organization to business brand managing................................................ 14 installment payments on your 31 Brand building application................................................................ 14 2 . 32 Business-to-business brand building process.................................. 16 2 . 321 Brand Planning............................................................ 16 installment payments on your 322 Logos principles....................................................... 18 2 . 33 Brand Examination...................................................................... 18 2 . 34 Brand Strategy...................................................................... 19 2 . thirty-five Brand Building...................................................................... 21 2 . 36 Company...

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