Brand Image in Cola Drinks Case: Future Cola of Wahaha Group Co.Ltd, China

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Brand Image in Cola Drinks CASE:Future Cola of Wahaha Group Co.Ltd,China

Sun, Jianfei

2010 Laurea Leppävaara

Laurea University of Applied Sciences Laurea Leppävaara

Brand Image in Cola Drinks CASE: Future Cola of Wahaha Group Co.Ltd,China

Jianfei Sun Degree Programme in Business Management Thesis April, 2010

Laurea University of Applied Sciences Laurea Leppävaara Degree Programme in Business Management International Business-to-Business Marketing

Abstract

Jianfei Sun Brand Image in Cola Drinks; Case: Futre Cola of Wahaha Group Co.Ltd, China Year 2010 Pages 45

In Chinese beverage market, there are three mainly cola brands, Coca cola, Pepsi and Future Cola, these three brand share almost 90% cola market, so that competition is omnipresent ,not only in the consumer market, but also very intensive in business to business market. Business-to-business brand building involves various aspects, for example, attributes of products and services, brand image, brand position, and B2B brand management, Wahaha Co., Ltd as a case company need to build brand image and find a solution on how to be a stronger brand in order to attract more potential customer. The theoretical context of this thesis lies in marketing management. The theoretical emphasis and framework is however in brand management: brand concepts, brand building and brand image. As the study is made in B2B environment the difference between B2B and consumer markets will be specified. The quantitative research method is used in the research for study; the data for empirical study was gathered through email. The questioner is based on the theoretical framework, related to product's attributes, brand image and communication and characteristics of brand, and relationship. The purpose of thesis is to finding a more effective method and strategy to be stronger brand, creating more ideas for company brand building in business to business market.

Key words: business to business market, business to business communication, brand, brand building management

Table of Contents 1. INTRODUCTION ..................................................................................... 5 1.1 Background of study .......................................................................... 5 1.2 Case company .................................................................................. 5 1.3 Purpose of study ............................................................................... 6 1.4 Structure of the thesis ....................................................................... 6 2. Theoretical framework ........................................................................ 7 2.1 Marketing ....................................................................................... 8 2.11 Business to business marketing Mix ............................................... 9 2.12 Business to business marketing communications ............................. 10 2.2 Brand .......................................................................................... 11 2.21 Brand Ideology ...................................................................... 12 2.22 Brand Image and positioning ..................................................... 13 2.3 Business to business brand management ................................................ 14 2.31 Brand building tool ................................................................ 14 2.32 Business-to-business brand building process .................................. 16 2.321 Brand Planning ............................................................ 16 2.322 Branding principles ....................................................... 17 2.33 Brand Analysis ...................................................................... 18 2.34 Brand Strategy ...................................................................... 19 2.35 Brand Building ...................................................................... 21 2.36 Brand...
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