Factors of Branding a Case Study of Hennes & Mauritz Ab in China

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University of Gävle Department of Business Administration

Factors of branding A Case Study of Hennes & Mauritz AB in China

Author

Lupeng Ye 861017-T020 Jieying Wu 850514-T184

Phone: 076-5828951 Phone: 076-5828911

Supervisor: Jonas Kagstrom Date 2009.05.18

Abstract
Title: Factors of branding - A Case of Hennes & Mauritz AB in China. Level: Degree of Bachelor of Science in Business Administration Author: Lupeneg Ye 861017-T020 Jieying Wu 850514-T187 Supervisor: Jonas Kagstrom Date: 2009-05-18

Introduction: H&M has been in China for three years. The consumers in China are still enthusiastic with this brand when the first store in the capital city, Beijing. In this paper, we use the concept of brand identity and brand image and outline a conceptual model for understanding and studying the customer experience of H&M in China. Case study illustrates how this model works in the design and management of the branding in H&M.

Purpose: The purpose of this study is to obtain suitable and sufficient information to exemplify how H&M is branding, especially in China, and how the specific Chinese consumers react to this brand.

Method: We use quantitative approach to collect data and Blogs are our key channels to gather information what we need. Then both primary data and secondary data were used in our study.

Conclusion:
We highlight some key aspects and important roles of three main factors around H&M, we use them in the study, brand management, market, consumers, and the H&M’s facts. The outcome of this study contributes to the existing brand identity and brand image literatures by understanding the factors influencing consumers and the market in China.

Acknowledgement
We are very thankful to our thesis supervisor Jonas Kagstrom. During the process of our thesis writing, he has given us many valuable suggestions and help, especially the idea of blog research. That becomes the special point of our thesis. The suggestions make us know how to write a proper thesis and how is the right one. Hence, we have to thanks to Jonas Kagstrom and without his help we are impossible to finish our thesis.

Luepng Ye Jieying Wu

Table of Contents
1   Introduction ........................................................................................................... 1   1.1   1.2   1.3   2   Background ................................................................................................. 1   Research area .............................................................................................. 2   Purpose ........................................................................................................ 3  

Theoretical frameworks ....................................................................................... 3   2.1   2.2   2.3   2.4   2.5   Understanding transparent market .......................................................... 3   Consumers in coastal region ...................................................................... 4   Target group ................................................................................................ 5   Consumer decision-making styles ............................................................. 6   Brand identity and brand image ............................................................... 8   2.5.1   2.5.2   2.5.3   2.6   Brand identity................................................................................... 8   Brand image ..................................................................................... 9   The relationship of brand identity and brand image ................... 9  

Structure of this study .............................................................................. 10  

3  

Methodology ........................................................................................................ 11   3.1   3.2   Research...
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