Purpose – The purpose of this research is to investigate how branding is applied in an industry entering intoco-branding. It analysing the importance for building and strengthening a brand for effective brandpositioning in the market space. Design/Methodology/Approach – Our qualitative research is developed according to the approach whichseeks to understand the aspects of brandings. This research will be conducted as an abductive approach;the validity of present knowledge will be demonstrated. Qualitative approach is applied for identifying theaspects in a successful launching of a brand. Findings – This research demonstrates that branding has been involving in launching of brands. The casestudy indicates that brand portfolio, brand identity and brand positioning are essential in extending brands. Practical Implications – It serves as supplementary and reference information for brand management inmarketing plan for global markets, especially in corporate. Originality/Value – The originality of this paper lies in its knowledge area of branding, which uses brandportfolio, brand identity and brand positioning literatures and journals to examine the role of branding inpractical case.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kth-101480 |
| Date | January 2011 |
| Creators | SOKIAH AMUTHU MUNIYANDI, SENTHAMIZH SELVAN |
| Publisher | KTH, Industriell ekonomi och organisation (Inst.) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Examensarbete INDEK ; 2011:123 |
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