Brand Strategy Implementing : International Perspective
Ескіз недоступний
Дата
2023
Автори
Науковий керівник
Укладач
Редактор
Назва журналу
ISSN
E-ISSN
Назва тому
Видавець
Одеський національний університет імені І. І. Мечникова
Анотація
The development of economic globalization and high-tech has driven the demand for an international perspective in the implementation of brand strategies. Enterprises need to possess global thinking and strategies to adapt to the constantly changing global market environment. Brand strategy is a business strategy for enterprises to achieve different profits and values with brand as their core competitiveness. It is a necessary condition for enterprises to achieve rapid development. The scientific implementation of brand strategy is the key to the success of enterprise brand strategy. With the acceleration of globalization, the construction of multinational brands has become even more important. The development of high-tech has brought about new media and communication channels, and brand strategies need to fully utilize and adapt to these new channels to effectively communicate and interact with global consumers. International cooperation and joint ventures have become an important way of brand strategy, and cultural differences and localization strategies are also key considerations in the formulation and implementation of brand strategy. This article takes the comprehensive framework of BYD's international brand strategy as the research object, and reviews how BYD has grown into the number one brand of Chinese automobiles and the global champion of new energy passenger vehicle sales over the past 30 years through the implementation of brand strategy.
Опис
Ключові слова
073 менеджмент, магістр, branding strategies, implementation, international dimension, enterprise
Бібліографічний опис
Tian Zairu. Brand Strategy Implementing : International Perspective = Впровадження брендових стратегій: міжнародний вимір : master's qualification project (thesis) / Tian Zairu. – Odesa, 2023. – 74 P.