Brand New in an Emerging Market: Customer based branding in China
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
This study aims to give an example of how a revised model for branding can be used to build a new brand from scratch tailored to a specific emerging market. The revised Customer Based Brand Equity (CBBE) model is used in combination with theories regarding consumption behaviour and Country Of Origin (COO) effect. The authors investigate how a Swedish blueberry jam and juice brand can be tailored to the Chinese middle class’ consumption behaviour, preferences and attitudes toward Sweden. The study is based on a questionnaire distributed in Beijing during the Spring of 2012 and the authors found that the Chinese middle class most valued safe, organic, natural products and that they viewed Sweden as a country with credible, reliable and trustworthy consumer products. This positive perception of Sweden can be used as a guarantee and “quality halo” for these products in a market characterised by food scandals and unsubstantiated claims. The revised CBBE model can hopefully function as a theoretical framework for new brands entering emerging markets.
Place, publisher, year, edition, pages
2012. , 50 p.
consumer based branding, emerging market, Chinese middle class, consumption behavior, COO effect, Swedish blueberry products
IdentifiersURN: urn:nbn:se:uu:diva-176504OAI: oai:DiVA.org:uu-176504DiVA: diva2:535600
UppsokSocial and Behavioural Science, Law