Asian multinational Companies’ Co-Branding as Brand Strategies
Asian companies have turned to be multinationals. Many factors could be the reasons of this phenomenon, these days, cooperation strategies, especially, co-branding is an issue. Therefore, this study pursues to study which contexts Asian companies face and how Asian firms use co-branding. This study...
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Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET)
2009
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ndltd-UPSALLA1-oai-DiVA.org-hh-26622013-01-08T13:19:41ZAsian multinational Companies’ Co-Branding as Brand StrategiesengChoi, Yong ChulHögskolan i Halmstad, Sektionen för ekonomi och teknik (SET)Högskolan i Halmstad/Sektionen för Ekonomi och Teknik (SET)2009co brandingbrand strategyAsian companiesco-brandingAsian companies have turned to be multinationals. Many factors could be the reasons of this phenomenon, these days, cooperation strategies, especially, co-branding is an issue. Therefore, this study pursues to study which contexts Asian companies face and how Asian firms use co-branding. This study will study three cases: LG-PRADA, Sony-Ericsson, and Lenovo-IBM of co-branding. This research will analyze each case company’s portfolio with regional matrix and study how company use co-branding with co-branding typology. After reading this paper, readers can have an integrative view over Asian companies’ contexts and its co-branding strategy as its growth strategies. Student thesisinfo:eu-repo/semantics/bachelorThesistexthttp://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2662Local 2082/3064application/pdfinfo:eu-repo/semantics/openAccess |
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English |
format |
Others
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co branding brand strategy Asian companies co-branding |
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co branding brand strategy Asian companies co-branding Choi, Yong Chul Asian multinational Companies’ Co-Branding as Brand Strategies |
description |
Asian companies have turned to be multinationals. Many factors could be the reasons of this phenomenon, these days, cooperation strategies, especially, co-branding is an issue. Therefore, this study pursues to study which contexts Asian companies face and how Asian firms use co-branding. This study will study three cases: LG-PRADA, Sony-Ericsson, and Lenovo-IBM of co-branding. This research will analyze each case company’s portfolio with regional matrix and study how company use co-branding with co-branding typology. After reading this paper, readers can have an integrative view over Asian companies’ contexts and its co-branding strategy as its growth strategies. |
author |
Choi, Yong Chul |
author_facet |
Choi, Yong Chul |
author_sort |
Choi, Yong Chul |
title |
Asian multinational Companies’ Co-Branding as Brand Strategies |
title_short |
Asian multinational Companies’ Co-Branding as Brand Strategies |
title_full |
Asian multinational Companies’ Co-Branding as Brand Strategies |
title_fullStr |
Asian multinational Companies’ Co-Branding as Brand Strategies |
title_full_unstemmed |
Asian multinational Companies’ Co-Branding as Brand Strategies |
title_sort |
asian multinational companies’ co-branding as brand strategies |
publisher |
Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET) |
publishDate |
2009 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2662 |
work_keys_str_mv |
AT choiyongchul asianmultinationalcompaniescobrandingasbrandstrategies |
_version_ |
1716516364696420352 |