Asian multinational Companies’ Co-Branding as Brand Strategies

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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Bibliographic Details
Main Author: Choi, Yong Chul
Format: Others
Language:English
Published: Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET) 2009
Subjects:
co branding
brand strategy
Asian companies
co-branding
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2662
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spelling 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
collection NDLTD
language English
format Others
sources NDLTD
topic co branding
brand strategy
Asian companies
co-branding
spellingShingle 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
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