How to build a strong global brand for an SME : Case: Company A
Huikko, Nicole (2014)
Huikko, Nicole
HAAGA-HELIA ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014060812176
https://urn.fi/URN:NBN:fi:amk-2014060812176
Tiivistelmä
This study falls into the category of product-oriented thesis and examines brands, brand management, and brand building in international B2B context. Through application of theoretical concepts, analysis of empirical data, and practical actions, a global B2B branding plan for case company A is developed.
The case company is an SME and has the vision to become a globally recognized brand. The guiding research question is how to build a strong global B2B brand for an SME. The objective of this study is to create a global B2B branding plan. The theoretical part is the basis for the empirical part of the thesis and discusses B2B brand management, brand equity, brand building, global brands and brand management in SMEs.
The research approach of this thesis is qualitative. Literature review is used for the theoretical framework. The empirical part develops the thesis product by analyzing and evaluating external and internal secondary data, five in-depth interviews, and un-structured on-site observations.
The result of the thesis is a global B2B branding plan for case company A. The plan lists nine major steps needed to take for building a strong global B2B brand and gives suggestions on how improving existing brand building efforts.
Due to reasons of confidentiality, several sections of the thesis product development chapter are excluded from the publicly available version of this thesis on Theseus. However short summaries of each of these sections is given. Similarly, for reasons of confidentiality, also the tables and figures that belong to these sections are excluded.
Due to reasons of confidentiality, also Attachments 5 and 6 are excluded from the publicly avalaible version of this thesis on Theseus.
Finally, due to reasons of confidentiality, the thesis product - Attachment 7 - is excluded from the the publicly available version of this thesis on Theseus. However, a short overview of the strucure of the thesis product is given.
The case company is an SME and has the vision to become a globally recognized brand. The guiding research question is how to build a strong global B2B brand for an SME. The objective of this study is to create a global B2B branding plan. The theoretical part is the basis for the empirical part of the thesis and discusses B2B brand management, brand equity, brand building, global brands and brand management in SMEs.
The research approach of this thesis is qualitative. Literature review is used for the theoretical framework. The empirical part develops the thesis product by analyzing and evaluating external and internal secondary data, five in-depth interviews, and un-structured on-site observations.
The result of the thesis is a global B2B branding plan for case company A. The plan lists nine major steps needed to take for building a strong global B2B brand and gives suggestions on how improving existing brand building efforts.
Due to reasons of confidentiality, several sections of the thesis product development chapter are excluded from the publicly available version of this thesis on Theseus. However short summaries of each of these sections is given. Similarly, for reasons of confidentiality, also the tables and figures that belong to these sections are excluded.
Due to reasons of confidentiality, also Attachments 5 and 6 are excluded from the publicly avalaible version of this thesis on Theseus.
Finally, due to reasons of confidentiality, the thesis product - Attachment 7 - is excluded from the the publicly available version of this thesis on Theseus. However, a short overview of the strucure of the thesis product is given.