https://www.mdu.se/

Date: June 5, 2008

Course: Master Thesis (International Marketing)

Course Code: EF0705

Authors: Bingchao Zhu 840501-P613 bzu07001@student.mdh.se

Songxue Jiang 840506-P386 sjg07001@student.mdh.se

Tutor: Tobias Eltebrandt

Title: A study of brand image of ANTA Company in China’s sportswear market

Problem statement: What are the mismatches between ANTA Company’s wanted brand image and the perceived brand image by the target consumer group?

Purpose: The aim of this study is to find out the mismatches between ANTA Company’s wanted brand image and consumer’s perception about ANTA’s brand image in China’s sportswear market in order to suggest how ANTN Company should deal with those mismatches.

Methodology: The method of this case study is mainly based on the primary and secondary information. The primary information mainly comes from the interview with the manager and questionnaires from the respondents. The books, articles and internet are used as the secondary information.

Conceptual Framework: The theoretical framework includes three aspects which consist of marketing mix, brand image and attitude.

Conclusion: The conclusion arises from the analysis and research based on the methods, theoretical framework, finding. And there are 5 mismatches which ANTA Company need to deal with. In order to deal with the mismatches, it is very necessary for ANTA to adjust the current marketing strategy and analyze systematically the mismatches for improving the brand image.