Research on brand strategy, Chinese brand issue and countermeasures Dissertation

Research on brand strategy, Chinese brand issue and countermeasures - Dissertation Example Chinese brands lack the global standards of competitiveness. They have been focusing on the development of self-owned brands but they continue to face issues such as a weak brand and lack of brand protection consciousness. Thus with the aim to recommend an affective brand strategy for Chinese enterprises, three objectives were set in the study. Extensive literature on the subject was reviewed and then based on a qualitative study, and purely on secondary data the study objectives have been achieved. Reason why Chinese brands have not been able to establish in international markets range from low quality perception, to adherence to Chinese brand names and the lack of competency to decide on brand positioning and brand personality. Chinese brands are known to simply respond to opportunities without implementing brand strategy. The benefits of an effective brand strategy have been amply highlighted throughout the study which includes loyal customers, higher market share and larger reven ues. Brand strategy helps brands adopt a differentiation strategy and focus on specific elements. Citing the examples of Haier and Lenovo, the study finds that an effective brand strategy can help domestic Chinese brands to achieve success in the international markets. Through brand positioning, through a planned growth strategy, Chinese brands can develop sustained competitive advantage even in foreign markets. An effective brand strategy helps overcome the negative perception associated with Chinese brands. The study concludes by suggesting counter measures that Chinese brands can adopt to establish in international markets. Limitations to the study have been highlighted and recommendations for further research on the subject have been made. Table of Contents Chapter I Introduction 1.1 Background 1 1.2 Rationale of the Study 3 1.3 Research Aims and Objectives 5 1.4 Structure of the Study 5 Chapter II Literature Review 2.1 Chapter Overview 7 2.2 The concept of brand 7 2.3 Concept o f Brand Strategy 8 2.4 Theories governing brand strategy 11 2.5 Reasons for poor brand strategy 15 2.6 Chapter Summary 17 Chapter III Methodology 3.1 Research Philosophy 18 3.2 Research Design 18 3.3 Chosen Method 19 3.4 Research approach 20 3.5 Data Collection Strategy 20 3.6 Data Analysis 22 3.7 Ethical concerns 22 Chapter IV Findings and Discussion 4.1 Chapter Overview 23 4.2 Findings 23 4.3 Discussions 30 4.4 Chapter Summary 33 Chapter V Conclusion and Recommendations 5.1 Conclusion 34 5.2 Countermeasures 36 5.3 Limitations of the Study 38 5.4 Recommendations for further research 38 References 39 Tables, Charts and Figures Chart 1.1 Brand-consciousness Chinese consumers 2 Figure 2.1 Brand Equity Pyramid 9 Table 4.1 Guangdong Tea Exports 28 Chapter I Introduction 1.1 Background With the economic development and improvement in people’s living standards, products have become increasingly rich, offering value to the customers. In fact, competition in every field has made busi nesses and markets turbulent prompting marketers to create a distinctive brand image for their products. This requires change in the way organizations build and sustain brands. Most powerful brands in the world support their brand as an asset, essential to the organization’s long-term strategy (Davis, 2002 cited in Tregert & Westerlund, 2003). Since brand is an asset with an assumed value, brand awareness, brand associations and brand loyalty have to be actively managed. Global brands across the world have

Church Construction Project Assignment Example | Topics and Well Written Essays - 2000 words

Church Construction Project - Assignment Example The selection of property to accommodate the church must commensurate the number of people in the church and the finance they are capable of raising to buy the church premises. We need a church for 600-700 people. We are located in a busy suburb of a very large city. Ideally, we may settle for a hall that accommodates around a 1000 people. The hall could be located in a commercial area or residential place. The strength is in the cost because it is affordable. It is close to the houses of most members. If we get the complete floor in a commercial complex, we also get privacy. The weaknesses are that we will not have the church hall completely to ourselves. We will have to observe the rules and regulations of the commercial society and restrain the volume of our sound when we sing hymns and choruses. We now meet in a school hall. The hall is huge and is capable of accommodating 1000 members. It admeasures 7,000 square feet. The school building is strong and is capable of bearing the strain of 5,000 people in the entire floor. I am not aware of any pressure point in the school hall. The hall is such that it can bear pressure from all sides. There is no threat to it from human source, that is, it cannot suffer any harm from purely human strength. If pressure points are meant to be columns, beams and floors, the school is a ground plus four floor affair. Its floor space is about 20,000 square feet. So, considering all the floors, the total floor space is 100,000 square feet. The school has columns and beams and appears to be of robust construction. Discover how the last major construction project in your church was financed. How did this project correspond to what you learned It is about five years since our church was established. We have not faced any situation of a major construction project in our church. We have grown numerically and in zeal. We are collecting funds for our own church premises. There is no problem so far as finance is concerned. We have enough money to finance a purchase. There is a steering committee which is involved in searching for the property. At any rate, I attended a different church before five years. This church has a regular church building consisting of the main church hall on the ground floor, and more halls for church programs on the three upper floors. The main church on the ground floor had high ceiling, almost double the size of the halls on the three upper floors. This church was very old. They had broken down the old single floor building some forty years ago and converted it into a building with ground plus the three upper floors. The finance for this building came from donations by the church members and more finance from the diocesan. No loan was taken. Interview a pastor or church staff member that has recently been involved in a major church construction project. Ask him about how closely they followed the safe borrowing limits suggested in this lesson. Record your findings in your notebook. Most churches in my region have a policy to not borrow money from banks or any financial institutions. They search for donations and grants. If they need loan, they may take it from well-known