The Perceptions and Implementations
of Branding in China
Abstract 2
Chapter 1 Introduction 2
1.1Motivation of this dissertation 2
1.2Research objectives 6
1.3The research questions 7
1.4Structure of this dissertation 7
Chapter 2 Literature review 8
2.1 Basic conceptions of brand 9
2.2 Branding 13
2.3 Representative branding theories 22
2.4 Brand management 29
Chapter 3 Methodology of this dissertation 31
3.1 Research Approach 31
3.2 Research Strategy 32
3.3 Data Collection 33
3.4 Data Analysis 39
Chapter 4 Case Study 41
4.1 Status quo of branding implementation in Coca Cola 41
4.2 The market environment in China 51
4.3Problems of implementation of brandings in China’s domestic
companies 53
Chapter 5 Data Analysis and the results 55
5.1Branding from different perspectives 56
5.2Regional diversity in branding 62
5.3The results 64
Chapter 6 Implications for Perception and Implementation of
Branding in China 70
6.1Therotical implications 71
6.2Managerial implications 72
Chapter 7 Conclusion 75
References 76
Appendix: Questionnaire Sample 79
Abstract
Branding has become one of the important competition methods
in today's market. It’s familiar to most of the domestic enterprises
but it is not very clear to them. The author of the essay
is trying to analysis the branding strategy and management
weakness of domestic enterprises from the aspects of definition,
characteristics and it’s roles.
Paying no attention to build up long term branding strategy,
the dissertation firstly review the relevant literature in
branding. Bases on the theories, the practices of case companies
and the market environment of China will be presented. Other
methods such as questionnaires and focus group interviews
are used in order to find out the roadmap of China’s branding
market.
This dissertation focuses on researching and examining the
implementation of branding strategy in China. Firstly, there
will be a definition of the brand and the branding in order
to identify the importance and relevancy of branding strategy
to both of the general marketing strategy and the holistic
corporate strategy. Secondly, the circumstances of Chinese
companies’ branding perceptions, development and approaches
will be analyzed so as to demonstrate their success and misplay
via comparing and contrasting the Chinese and foreign companies.
Thirdly, implications of how Chinese companies to do their
branding strategy will be presented.
Key words: Perception, Implementation, Brand, Branding, China’s
market
修改前文章 Word
格式
MA in Marketing
Dissertation Proposal
The Perceptions and Implementations of Branding in China
STUDENT: KANG Ke
SUPERVISOR: Doc. FUKUKAWA Kyoko
SUBMISSION DATE: September 2005
TABLE OF CONTENTS
1. INTRODUCTION 2
2. RESEARCH OBJECTIVES 3
3. RESEARCH QUESTIONS 3
4. BACKGROUND MATERIAL 3,4
5. LITERATURE REVIEW 4,5
6. METHODOLOGY 6
7. RESOURCES 6,7
8. WORK PROGRAMME 7
9. OUTLINE STRUCTURE OF PROJECT 7,8
10. REFERENCE 9
1. INTRODUCTION
[you need to start this section by introducing your study
and also outlining what you are going to do within this document]
'... a name, term, sign, symbol, or design, or combination
of them, which is intended to identify the goods and services
of one seller or group of sellers and to differentiate them
from those of competitors' (Philip Kotler, 2002 [include a
page where you picked up this quote - needs to be properly
referenced here]) An effective brand name is likely to be
short and easy to remember it must also project the required
image and, if possible the positive characteristics of the
product. There are some examples: Coca-Cola, Kodak, P&G,
BMW, and IBM, etc. Popular brands have often been supported
and developed by catch lines. These are phrases, which seek
to strengthen a brand, i.e. branding. The majority of businesses
fit into one of the following brand strategies: multiple branding;
corporate branding; corporate and individual branding; private
branding [any reference?].
'Successful brand building can reap benefits in terms of
premium prices, achieving distribution more readily, and sustaining
high and stable sales and profits through brand loyalty.'
(David Jobber, 1998 [page]) From Jobber's phrases, it is easy
to sense the significance that is provided by the branding
for company's surviving. The above-mentioned brands have made
great contributions to their companies, whom also are very
careful to approach the brandings.
However, all these companies come from developed countries,
and some of them even have more than hundred year history.
How about companies' works in China, which is a developing
country but one of most attractive market after its economy
reform? The remarkable fact is that the Chinese market for
domestic and foreign companies is growing internally and externally
at 8%, and has reached a GDP of $1 trillion (NYTimes July
23, 2000). While that is one-tenth the U.S. market today,
the next decade will see a narrowing of the difference.
Market reform and market anxiety go hand in hand. Who will
profit [or benefit?] from reform? Domestic producers or foreign
brands? Market reform creates a strong impulse for domestic
companies to cling to traditional advantages, like local market
knowledge and distribution know-how, but it also necessitates
re-thinking of business and marketing strategy. If Chinese
producers are to benefit from market reform, strategic marketing
innovation must be a priority, and the branding perception
must be included. If Chinese producers follow the science
of modern marketing management to build extraordinary brands
in global market they will get their share of the market's
$10 trillion destiny [reference?].
2. RESEARCH OBJECTIVES
This dissertation specifies on researching and examining
the implementation of branding strategy in China. The first
objective of research is to define the brand and the branding,
and to identify the importance and relevancy of branding strategy
to both of the general marketing strategy and the holistic
corporate strategy. The second objective of study is to research
and summarize the circumstances of Chinese companies' branding
perceptions, development and approaches, and to demonstrate
their success and misplay via comparing and contrasting the
Chinese and foreign companies. Based on previous research
and analysis, the final objective of it is to discuss and
evaluate the possible recommendations of how Chinese companies
to do their branding strategy, and if there is any limitations
to them.
3. RESEARCH QUESTIONS
To achieve above these objectives of research, there are
several relevant questions that will be answered in proposed
dissertation, which are identified as follows:
1. What are the brand and branding? How is the branding strategy
important to both of company's marketing strategy and its'
holistic corporate strategy, and how branding strategy to
collaborate and harmonize both of them? [are you going to
do this via literature review?]
2. What are the perception and understanding development
of branding in China? And how about are the Chinese companies'
practices? [be more specific]
3. Compared with Chinese companies, what did the foreign
companies do for their branding? Are there any recommendations
that can be adopted by Chinese companies? [be more specific]
4. BACKGROUND INFORMATION
The research study is focused on the branding, and contains
to detailedly [?] examine and analyse this subject within
both of marketing and corporate strategic perspectives. Brand
strategy, brand operation, and brand management compose the
branding.
The market focus of the research is mainly on China. In present
day China, market research and marketing information systems
are in their infancy. Brand awareness and brand preference
are in their adolescence, but growing quickly. Product quality
must be improved and improved product innovation capabilities
are needed. Distribution management needs investment and stronger
legal enforcement to lower costs and improve efficiency. Price
wars must cease to be a national passion. There are many areas
for marketing improvement. [which of marketing aspects is
going to be your research focus? Need to narrow down]
Therefore, the perceptions and implementations of local companies
will be examined and analyse in order to study the development
of branding theories and strategies in this country. Moreover,
for commenting the success and failures of Chinese companies'
branding, the relevant cases of international companies will
be used to compare and contrast.
5. LITERATURES REVIEW
For this research project, the relevant literatures are divided
to focuses on three aspects:
General marketing theoretical aspect:
· Understanding the definition and importance of brand and
branding to the marketing;
· The role of branding playing in company's marketing strategy.
The availability sources on understanding and analysing such
aspects can be acquired through numerous marketing literatures
[here you need to demonstrate your understanding of the subject].
There are two of them that will be focused for this research.
Philip Kotler's 'Marketing Management' covers a general perspective
of introducing the various marketing essentials, including
the definitions and concepts of brand and branding; and expatiating
what relations they have between each other; and finally analysing
how to deliver and manage them when it comes to today's complex
marketing environment. Secondly, 'Principles and Practice
of Marketing (4th Edition)' from David Jobber contains the
details on branding and corporate identity management elements,
reflecting the way in which global companies increasingly
sell ideas and concepts to create a brand. Complementing these
two books, Malcolm McDonald's 'Marketing Plans' shows more
realistic examples of companies' operating and managing branding
within their marketing campaigns. All of these books indicate
what the role of branding is in a company's marketing strategy
and how it works with other marketing factors to compete.
[these textbooks do not provide enough discussions for you
to develop arguments in the relevant field.]
Brand strategy and management aspect:
· Understanding the various theoretical dimensions of brand
strategy and how to operate and manage;
· Expounding the branding strategy how to collaborate and
harmonize the holistic corporation strategies.
For the theoretical aspect of branding and brand strategy,
the publication of Kevin Lane Keller is the major one to refer
in this research. Keller's work made the exploration of brands,
brand equity and strategic brand management, and combined
a comprehensive theoretical foundation with numerous techniques
and practical insights for making brand decisions. Moreover,
it provides specific tactical guidelines for planning, building,
measuring and managing brand equity, and includes numerous
examples on each topic and over 75 'Branding Briefs' that
identify successful and unsuccessful brands. [is Keller's
work going to be the main theoretical framework your work
is based on in order to develop hypotheses/proposition, design
questionnaires etc.? If so, you need to read empirical studies
which have applied Keller's model and discuss their findings
in order for you to find your research focus.]
To investigate the essential relations between corporate
strategy and brand decision, Michael Porter's 'Competitive
Strategy' can be available, which introduces one of the most
powerful competitive tools: 3 generic strategies - lowest
cost, differentiation, and focus - which bring structure to
the task of strategic positioning. Through trying to analyse
these strategies, the essential relations between company's
holistic strategy and its brand strategy can be emerged. Similarly,
'Corporate Strategy' by Richard Lynch can provide the alike
contributes to the research.
Realistic companies' implementations aspect:
· The understanding and development of branding strategy
implemented by Chinese companies (success and failure);
· Comparing and contrasting with foreign companies' implementation.
With respect to research of practical cases, the majority
of sources that cover both of Chinese and foreign companies'
practices will be found in Internet and special journals.
The BusinessWeek and Forbes provide a large number of reports
about companies' marketing (including branding). Similarly
as the Chinese editions of those international special journals
do, some of Chinese business magazines do the same works but
pay more attentions on local companies. Moreover, The companies'
perceptions and strategies of these subjects can be found
from own descriptions on their websites. The information from
these sources will enable the researcher to build up an analytical
views of the brand strategies understood and implemented by
Chinese and foreign companies.
[if you intend to link branding with marketing strategy,
you need to have a discussion on that relationship in your
literature review - for example, you can discuss the importance
of building a strong brand in the process of marketing strategy
development; you can also link branding with the concept of
positioning. You can build your discussion according to intention
of your reseach]
6. METHODOLOGY
In order to undertake this analytical research of how to
branding in China, the researcher endeavoured to find sources
that related to the subject and would help with the research.
To investigate the relevant theories, e.g. marketing, brand
strategy and management, corporate strategy and so likes,
it would focus on publications on such subjects and the special
journals that involved reading numerous cases [that is what
you need to do in your literature review]. These will be found
using citations in books and articles, and also through searching
on the websites.
Searching for primary and secondary sources regarding the
above-mentioned subjects is not difficult, as there seem to
be lots of sources on these subjects, though not all are exactly
relevant [what do you mean by this?].
A large section of this dissertation is a comparative study
of the situation of Chinese and foreign companies [have you
thought about methods that would suite your cross-cultural
research? Have you thought about methodological issues particularly
relating to cross-cultural research?]. To achieve this, it
is necessary to find sources regarding the situation in these
companies. For collecting original data and sources from them
that might be researched potentially, researcher has intended
to interview some Chinese companies and foreign companies'
local subsidiaries [explain more about your sample and justify
your choice of the sample] to find out what their perceptions
of brand and branding are and how they implement their branding
[how did you come up with these questions? Any support from
any literature?]. However, as the process of gaining agreement
from companies will be difficult and time also will be limited,
the interview cannot be a main approach to use but will attempt
[what are you going to do if you fail to establish the contact?
Have you thought about any alternative? Remember that you
have only a short period of time to obtain emprical data].
The further collection method will be mainly adopted, i.e.
through the use of the Internet. It will be able to find the
invaluable primary sources - the various business journals,
e.g. BusinessWeek, Forbes, and China Business, etc. Commentaries
regarding the cases also can be found in the same way. [the
above data is secondary data - explain your purpose of collecting
this kind of data]
[any analysis plan?]
7. RESOURCES
This project will not need too many resources to be completed.
The facilities required to collect the sources and the data
will be uncomplicated given, as it is easy to gain from the
publications by both of researcher and university library
owned, and also easy to search from Internet. There is one
problem may exist from the scheming interviews with companies.
The possibility of the companies refusing interviews that
will pose the greatest difficulty to the project. Moreover,
the interviews may not attain anticipation within useless
sources or data must be considered. On the other hand, this
indeterminacy of implementing interviews will be one factor
to push up the cost of project. Except it, from financial
point of view, this project is relatively inexpensive to be
finished [it is very important for you to consider how to
collect primary data. Based on that, you may need to think
your research questions. Some of the research questions you
proposed may not be answered if you cannot conduct interviews
- think carefully what would be really feasible for you].
There is no need for expending much on collection of literatures,
sources and journals, and on doing further research and analysing.
8. WORK PROGRAMME
Activity April May June July August September
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Literatures Review
Consulting Supervisor During the whole process before finishing
the first draft
Proposal Writing
Sources Collection
Interview
Sources Analysis
Writing
Consulting Supervisor & Tuning
Project Submission
9. OUTLINE STRUCTURE OF PROJECT
CHAPTER 1: Introduction
Importance and direction of the study
CHAPTER 2: Changing business role of China
2.1. The changes of China in global economy
2.2. The new business environment in China
2.3. The new marketing environment in China
CHAPTER 3: Brand and Branding
3.1. Definitions of brand and branding strageties
3.2. Analysis the significance of branding in general marketing
perspective
3.3. Analysis the significance of branding in holistic corporate
strategic perspective
CHAPTER 4: Branding in China
4.1. The development of branding in China
4.2. Exploration of situation of Chinese companies practices
CHAPTER 5: Branding in world
5.1. The trend in branding of international companies
5.2. The practical cases of international companies
CHAPTER 6: Comparison and contrast between Chinese and international
companies
The success and misplay of Chinese companies understand and
implement the branding.
CHAPTER 7: Research Methodology
CHAPTER 8: Conclusions and Recommendations
Recommendations to Chinese companies
10. REFERENCE
Published
Mark N.K. Saunders, Philip Lewis, Adrian Thornhill (2003),
'Research Methods for Business Students', 3rd Edition, FT
Prentice Hall
Philip Kotler (2002), 'Marketing Management (International
Edition)', 11th Edition, Pearson
David Jobber (1998 & 2003), 'Principles and Practice
of Marketing', 2nd & 4th Edition, McGraw-Hill
Michael E. Porter (2004), 'Competitive Strategy: Techniques
for Analyzing Industries and Competitors', 4th Edition, McGraw-Hill
Kevin Lane Keller (2002), 'Strategic Brand Management', 2nd
Edition, Prentice Hall
Richard Lynch (2002), 'Corporate Strategy', 3rd Edition,
FT Prentice Hall
Internet Sources
www.forbes.com
www.businessweek.com
www.cb.com.cn
www.nytimes.com
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