<p>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. </p><p>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. </p><p>A combination of interview and questionnaire was used to find research questions. My sample is a famous enterprise named Lenovo Group in China. </p><p>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. </p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:hkr-3428 |
| Date | January 2005 |
| Creators | Xu, Yuanzhong (Victor) |
| Publisher | Kristianstad University College, Department of Business Administration |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
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