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Tesi etd-11212011-062131


Tipo di tesi
Tesi di laurea specialistica
Autore
SUN, GUANGHUI
URN
etd-11212011-062131
Titolo
Brand culture and cultural marketing - based on analysis of the situation in China
Dipartimento
ECONOMIA
Corso di studi
MARKETING E RICERCHE DI MERCATO
Relatori
relatore Prof. Dalli, Daniele
Parole chiave
  • brand
  • brand culture
  • Consumer behavior
  • cross-culture marketing
  • cultural marketing
Data inizio appello
05/12/2011
Consultabilità
Non consultabile
Data di rilascio
05/12/2051
Riassunto
Competitions are the essence of market economy, and also its driving force.The purely competitions in quality, price or service have become more and more limited. In this situation, competitions among enterprises in the market perform mainly as the competition of their brands. The branding trend of products has become increasingly evident. How to build a brand successfully? Scholars have done extensive research and given various answers to this question. From brand image theory to brand personality theory, from brand equity theory to brand culture theory, the changes of brand theory reflect the more depth understanding of brand. This article attempts to explore the brand management from the perspective of brand culture and discuss its role in branding process and cross-culture marketing management. Combined with the characteristics of the Chinese market to analysis the effective brand strategy for enterprises to establish and maintain a brand in Chinese market.
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