Strategic Brand Management in Global Technique Trading. A plan to identify and build sources to brand value in a B2B context
Tran, Linh; Nguyen, Nghi (2020)
Tran, Linh
Nguyen, Nghi
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020053015523
https://urn.fi/URN:NBN:fi:amk-2020053015523
Tiivistelmä
This thesis is a product-based thesis. The aim of this thesis focuses in creating a strategic
brand management plan in the B2B sector for commissioner company - company X.
Competition is a fact in business life. The high competitiveness in the field requires
companies to differentiate themselves in order to stand out and make their name in the
market. A good brand management strategy will help the company grow strong in the B2B
market.
In the theoretical part of this thesis, the essential theories of brand management terms are
defined and explained. Four different tools and frameworks introduced in this chapter are
Customer Based Brand Equity, CAGE framework, SWOT and Brand positioning map. The
theories were collected from academic books, journals and qualified published articles. The
empirical part is the process of creating the strategic brand management plan. First session
is the analysis of the competitors and the markets geographical character then comes to the
suggestions of the plan. The final product of this thesis is a concrete strategic brand
management plan for the commissioner company.
As the result of this thesis, a strategic brand management was created and ready as a
suggestion for the commissioner company in developing and expanding their brand.
brand management plan in the B2B sector for commissioner company - company X.
Competition is a fact in business life. The high competitiveness in the field requires
companies to differentiate themselves in order to stand out and make their name in the
market. A good brand management strategy will help the company grow strong in the B2B
market.
In the theoretical part of this thesis, the essential theories of brand management terms are
defined and explained. Four different tools and frameworks introduced in this chapter are
Customer Based Brand Equity, CAGE framework, SWOT and Brand positioning map. The
theories were collected from academic books, journals and qualified published articles. The
empirical part is the process of creating the strategic brand management plan. First session
is the analysis of the competitors and the markets geographical character then comes to the
suggestions of the plan. The final product of this thesis is a concrete strategic brand
management plan for the commissioner company.
As the result of this thesis, a strategic brand management was created and ready as a
suggestion for the commissioner company in developing and expanding their brand.