Abstract 3
Chapter 1 Introduction 4
1.1 Historical Background 4
1.2 Socio-Cultural Background 4
1.3 Political and Economic Background 5
1.4 Xiaobailou 1902 European Street 5
Chapter 2 Objectives 7
Chapter 3 Literature Review 8
3.1 Literature review on Xiao Bai Lou 8
3.2 Literature review on the concept of Brand 8
Chapter 4 Research Methodology 11
4.1. The purpose of the questionnaire method 11
4.2. Sampling Methodology 11
4.3. Questionnaire surveys to Tianjin residents 11
4.4 Semi-structured Interviews 12
Chapter 5 Findings and Analysis 13
5.1 Comments on Internet Forums 13
5.2 Brand Attributes of “Xiao Bai Lou 1902 European Style Street” 14
5.3 The Brand Image Attributes of Xiao Bai Lou 17
5.4 Brand Recall of Xiao Bai Lou 20
5.5 Reason of Visit to Xiao Bai Lou 22
5.6 Promotion channels for Xiao Bai Lou 22
Chapter 6 Recommendations 24
6.1 Enhancement on Brand Attributes Recognition 24
6.2 Recall Enhance 33
6.3 Implementation Plan 34
6.4 Sustain the Brand Awareness 35
Chapter 7 Conclusions 38
Chapter 8 References 40
Appendixes 43
Appendix – 1 Questionnaire 43
Appendix – 2 Comments on Internet Forums 47
Appendix – 3 Presentation PowerPoint 48
Abstract
The residential trip study topic for our group is “Xiao Bai Lou 1902 European Style Street Brand Building and Brand Management”. Since China has been member of World Trade Organization WTO in 2001, many cities in China grow fast and modernization in these ten years. Being a municipality directly under the central government and being only 137 kilometers southeast of Beijing, the capital of China, Tianjin takes the lead in north China to realize modernization.
Our objective is to find out the brand awareness level of “Xiaobailou 1902 European Style Street” – a street located in the central area of Xiao Bai Lou region which is the central business district of Tianjin; then, analyse its brand building... [continues]
Chapter 1 Introduction 4
1.1 Historical Background 4
1.2 Socio-Cultural Background 4
1.3 Political and Economic Background 5
1.4 Xiaobailou 1902 European Street 5
Chapter 2 Objectives 7
Chapter 3 Literature Review 8
3.1 Literature review on Xiao Bai Lou 8
3.2 Literature review on the concept of Brand 8
Chapter 4 Research Methodology 11
4.1. The purpose of the questionnaire method 11
4.2. Sampling Methodology 11
4.3. Questionnaire surveys to Tianjin residents 11
4.4 Semi-structured Interviews 12
Chapter 5 Findings and Analysis 13
5.1 Comments on Internet Forums 13
5.2 Brand Attributes of “Xiao Bai Lou 1902 European Style Street” 14
5.3 The Brand Image Attributes of Xiao Bai Lou 17
5.4 Brand Recall of Xiao Bai Lou 20
5.5 Reason of Visit to Xiao Bai Lou 22
5.6 Promotion channels for Xiao Bai Lou 22
Chapter 6 Recommendations 24
6.1 Enhancement on Brand Attributes Recognition 24
6.2 Recall Enhance 33
6.3 Implementation Plan 34
6.4 Sustain the Brand Awareness 35
Chapter 7 Conclusions 38
Chapter 8 References 40
Appendixes 43
Appendix – 1 Questionnaire 43
Appendix – 2 Comments on Internet Forums 47
Appendix – 3 Presentation PowerPoint 48
Abstract
The residential trip study topic for our group is “Xiao Bai Lou 1902 European Style Street Brand Building and Brand Management”. Since China has been member of World Trade Organization WTO in 2001, many cities in China grow fast and modernization in these ten years. Being a municipality directly under the central government and being only 137 kilometers southeast of Beijing, the capital of China, Tianjin takes the lead in north China to realize modernization.
Our objective is to find out the brand awareness level of “Xiaobailou 1902 European Style Street” – a street located in the central area of Xiao Bai Lou region which is the central business district of Tianjin; then, analyse its brand building... [continues]
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"Brand Building and Brand Management for Tianjin Xiao Bai Lou 1902 European Style Street." StudyMode.com. 03, 2011. Accessed 03, 2011. http://www.studymode.com/essays/Brand-Building-And-Brand-Management-For-610562.html.
