Chinese companies’ knowledge of brand management: Brand issues for establishing on the Swedish market
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
The Chinese economy has gone through immense changes the last decade and they will most probably continue this changing process further. Chinese companies are now competing with multinational brands on their domestic market and are beginning to compete on other markets with the local brands that exist there. Their focus today is mainly on production and its process and not on intangible assets as brands, a view that needs to develop. The purpose of this thesis was to investigate the level of knowledge in brand management in Chinese companies. We have identified the factors that are important for successful brand management on the Swedish market. We have analysed our empirical findings in order to be able to give recommendations to what is of importance for Chinese companies to consider when going international. We have conducted a qualitative study with a hermeneutic approach. We built our theoretical framework on articles, books and expert interviews before we did our questions to the main study. Our main interviews were done both in Sweden and in China. The understanding of branding is fairly poor in most Chinese companies today. It will be very hard for them to compete on an international arena without a better knowledge. Chinese companies need to ask themselves why they are successful in their domestic market and take that knowledge with them when asking themselves if this is something that could work on a foreign (Swedish) market with or without adaptations to the new market. The mindsets and conceptual frames of Swedish consumers are very different from the Chinese and therefore it would probably be necessary for Chinese companies to take advantage of local knowledge in order to understand the culture and the market. We have kept a scientific approach in our thesis. It could also be a starting point for further studies within the field. The results could presumably be used by companies interested in knowing what to focus on in their further education of the staff or work as a guideline for the actual work with brand management in the companies’ different markets.
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IdentifiersURN: urn:nbn:se:su:diva-5987OAI: oai:DiVA.org:su-5987DiVA: diva2:195898