| Author | Lim, Yoo-geun |
| Call Number | AIT RSPR no. SM-96-6 |
| Subject(s) | Product management--United Kingdom
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of
Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | In fact, since only strong brands can survive in the turbulent business environment of this
world, brand management is now more strategically important than ever. So before and after a
company can enter foreign markets with its products, the company needs to establish brand
strategies in order to be competitive.
This research examines how a company can build its brands in sophisticated market places
and discusses the important factors that should be considered by a company in building its brands
in advanced markets. The study also introduces a case study of one of the Korean leading
electronics companies, LG Electronics Inc. and its regional offices in the UK.
The result of this research shows that there are many important factors in building brands;
such as establishing strong partnership with leading brands, continuing new product development,
conducting sponsorship agreement in a focused way, developing effective communications like
slogans and symbols, establishing strong relationship with distributors and retailers and
establishing brand oriented corporate culture and structure. Successful brand building must
involve blending all of those factors consistently in a unique way. |
| Year | 1996 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Hertzberg, Ellen; |
| Examination Committee(s) | Johri, Lalit M. ;Speece, Mark; |
| Scholarship Donor(s) | Korean Government ; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |