Umfang:
27 pages :
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illustrations ;
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21 × 29.7 cm.
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AI-GENERATED ABSTRACT: Abstract: This thesis explores the change in brand strategy during the internationalization of Western F&B enterprises, especially when it penetrates the Asian market. The selected case study is Unilever - one of the largest international enterprises in the world. The research question is "How did Unilever change its brand strategies compared to its initial ones in the Western countries to enter the F&B market of Asian countries?" This thesis also examines Unilever's strategies in the US - representing the Western markets; China and Vietnam - representing the Asian markets. The change in brand strategies from the original will be explored and explained based on Keller's Brand Equity Pyramid and Hofstede's theory of cultural dimensions. The selected research method is qualitative research, and the primary data will be collected by observation method. Finally, this thesis concludes that Unilever has changed its brand strategy based on the cultural characteristics and social needs of the market to maintain strong competitiveness in the process of internationalization. Keywords: Brand strategies, Unilever, internationalization.
Anmerkung:
DISSERTATION NOTE: Bachelor of Arts thesis in Digital Business and Management, Berlin International University of Applied Sciences, 2023.
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MACHINE-GENERATED CONTENTS NOTE: Table of Contents 1. Introduction........................................................................1 2. Literature Review.................................................................3 2.1 General Theories and Theoretical Framework...........................3 2.1.1 Brand Strategies in the Internationalization Process...........3 2.1.2 the Difference Between the Western and Asian Cultures....5 2.1.3 Theoretical Framework...........................................7 2.2 the Case of Unilever in the F&b Industry.................................7 2.2.1 Company Overview................................................8 2.2.2 Previous Studies: Unilever in the Internationalization Process.8 2.2.3 Gaps of Studies...................................................11 3. Method............................................................................12 3.1 Research Method..........................................................12 3.2 Data Collection and Analysis............................................12 3.3 Research Limitation and Ethical Consideration...........................12 4. Results...........................................................................12 4.1 Brand Identity..............................................................13 4.2 Brand Meaning.............................................................14 4.3 Brand Response...........................................................15 4.4 Brand Relationships......................................................15 5. Conclusion and Recommendations........................................16 6. References......................................................................17 7. Appendices.....................................................................21
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Schlagwort(e):
Academic theses
