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Branding as a tool within internationalization
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 40 credits / 60 HE creditsStudent thesis
Abstract [en]

Nowadays global market is quite attractive for high competition environment.  First is to reduce risks and uncertainties of the business in their home countries. Second is to exploit the growing global market for goods and services which can lead to economies of scale and the increasing of market share. In order to be visible in global market, brands can be used to play an important role. From marketing point of view, brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential advantage. Furthermore, brands communicate tangible and intangible advantages and are attractive to a range of feeling. In order to make decisions for brand strategy, branding plays an important role. Critical advantage of branding is for product identification, and it is also the key element for marketers to differentiate a product from its rivals. However, branding provides many benefits apart from identification and differentiation of products

Place, publisher, year, edition, pages
2010. , 59 p.
Keyword [en]
Internationalization, Globalization, International business, Brand, Branding, Brand management, Global branding
Identifiers
URN: urn:nbn:se:mdh:diva-10102OAI: oai:DiVA.org:mdh-10102DiVA: diva2:337861
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-09-20 Created: 2010-08-09 Last updated: 2010-09-20Bibliographically approved

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fulltext(517 kB)1277 downloads
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School of Sustainable Development of Society and Technology

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
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