Revitalizing the Corporate Brand from Customers' Pespectives : Case: Donghai Securities Company
He, Jin (2013)
He, Jin
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201302011964
https://urn.fi/URN:NBN:fi:amk-201302011964
Tiivistelmä
He, Jin 2012. Revitalizing the Corporate Brand from Customers’ Perspectives. Case: Donghai Securities Company, China. Bachelor’s Thesis. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 49. Appendices 2.
The objective of this thesis is to make suggestions for revitalizing the corporate brand from customers’ perspectives. The expected outcome of this thesis is to help the case company revitalize its corporate brand and regain the competitiveness and strengths accordingly.
Both qualitative and quantitative research is used in this thesis. A single case study is utilized as a research method. The primary data is gathered from an interview and a questionnaire as to the case company. The interview with the CEO of the case company and the questionnaire for customers of the case company serve as research techniques in this thesis, and answers of which describe the current situation of the case company and provide the desired outcomes. The secondary data as to theories of corporate brand and brand revitalization is used to build a theoretical foundation for this research, and provide guidance on brand revitalization strategies.
On the basis of the primary data and the secondary data, the findings of brand audit are concluded. Accordingly, strategies of brand revitalization based on the case company are concluded. The result of this thesis provides feasible and valuable suggestions for brand revitalization for the case company to regain the competitiveness and strengths.
The objective of this thesis is to make suggestions for revitalizing the corporate brand from customers’ perspectives. The expected outcome of this thesis is to help the case company revitalize its corporate brand and regain the competitiveness and strengths accordingly.
Both qualitative and quantitative research is used in this thesis. A single case study is utilized as a research method. The primary data is gathered from an interview and a questionnaire as to the case company. The interview with the CEO of the case company and the questionnaire for customers of the case company serve as research techniques in this thesis, and answers of which describe the current situation of the case company and provide the desired outcomes. The secondary data as to theories of corporate brand and brand revitalization is used to build a theoretical foundation for this research, and provide guidance on brand revitalization strategies.
On the basis of the primary data and the secondary data, the findings of brand audit are concluded. Accordingly, strategies of brand revitalization based on the case company are concluded. The result of this thesis provides feasible and valuable suggestions for brand revitalization for the case company to regain the competitiveness and strengths.