| Author | Nguyen Thi Thuy Tien |
| Note | A project study submitted in partial fulfilment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business-Management of Technology (VN) |
| Publisher | Asian Institute of Technology |
| Abstract | In the era of advertising, thousand of advertising bombards people every day. In addition, due to the development of technology, there are more and more products seem to have no technical differences. Therefore, customers now cannot distinguish the differences of the characteristics and benefits of products. A brand is vital factor helping customers distinguish products in the market when choosing to buy product. A strong brand is one of the key elements to help a company gain the sustainable competitive advantage. In order to understand the insight of target customers, to analysis competitors in flower market and to develop a branding strategy for the Protea Flower Company Ltd., both quantitative and qualitative will be used to address those objectives. The author has used questionnaire survey and observation strategies to collect and analysis data.
The result of the study revealed that branding is the process that any company, despite of the size, uses to create a clear and distinctive image in the minds of customers. A company also has a brand whether it means to build it or not because a brand started when the company established and done the transaction with the first customer. Whenever a brand is positioned, there is so difficult for a company to reposition the brand. Thus, any business, before doing any marketing and sales activities must consider to develop a strong branding strategy. |
| Year | 2013 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Bechter, Clemens;Sununta Siengthai; |
| Examination Committee(s) | Swierczek, Fredric W. ; |