Building a strong brand : a case study of the Lao brewery | |
| Author | Phoutthasack Inthavongkham |
| Call Number | AIT RSPR no.SM-03-71 |
| Subject(s) | Business names--Laos Beer industry--Laos |
| Note | A research study is submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-03-71 |
| Abstract | Brand name is playing a major role in a competitive global market. To be successful, branding requires greater emphasis on consistent presentation of a product's outstanding performance, image1y and reputation. Building Beerlao into a strong brand in such a competitive market is not an easy task for the tiny Lao Brewery Company. In fact, Beerlao is widely recognized in the local market and the brand has become a symbol of the Lao nation. However, Beerlao sales to overseas markets have represented only a small portion of total sales volume by average yearly 1 % since 1997. The question then arises what the problems of exportation are. There might be many reasons for the low volume of export sales. At least one of those reasons might be that the company neglects the issue of branding. This research study explores the importance of branding and the process of brand building. The research takes Beerlao as an example of brand building and suggests how Beerlao can be built into a strong brand in regional and global markets. |
| Year | 2003 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-03-71 |
| Type | Research Study Project Report (RSPR) |
| 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) | Truong Quang |
| Examination Committee(s) | Swierzeck, Fredric William; Sununta Siengthai |
| Scholarship Donor(s) | Government of France |
| Degree | Research studies project report ; no. SM-03-71 |