| Author | Chabert, Uriell |
| Call Number | AIT Thesis no.SM-02-4 |
| Subject(s) | Product management Thailand
|
| Note | A thesis submitted in partial fulfillment of the requirements for the degree of Masters of
Business Administration. |
| Publisher | Asian Institute of Technology |
| Abstract | With globalisation and the nsmg influence of retailers as middlemen between
manufacturers' brands and customers, concern is growing that managing brand equity is
the way to recreate a real bond with consumers. As a response, retailers in Europe are now
trying to adopt long-term development projects with clearly defined and exportable selling
concepts, raising a new issue: can retailers also adopt branding strategies? In an
international environment where successful retailers are world-players, solving this issue is
the key to global success. In Asia, the notion of retail trade is still recent, and dominated by
foreign groups, such as Big C, Tesco and Carrefour in Thailand. Is the market ready for
branding strategies?
This thesis envisages the notion of brand equity from three original perspectives: first,
brand equity management is analysed from a retail and not just a manufacturer's
perspective. Reciprocally, we will try to introduce branding perspectives to retail industry
in a environment where the industry is still recent and still often dominated by short-terms
financial rewards. In order to achieve this, we will examine the case study of Carrefour in
Thailand in order to provide recommendations for the firm to build and manage brand
equity successfully. |
| Year | 2002 |
| Type | Thesis |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Tocquer, Gerard; |
| Examination Committee(s) | Bechter, Clemens;Broustail, Joel ; |
| Scholarship Donor(s) | PTS, European Union; |
| Degree | Thesis (M.B.A.) - Asian Institute of Technology, 2002 |