Effective brand positioning strategies for Asian companies entering european markets

• Main Authors: Tan, Daphne Lay Peng, Chen, Gerald Youxin, Boon, Elizabeth Ting Ting
• Other Authors: McGovern, Ian
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/8776
• Institution: Nanyang Technological University

This paper serves to aid Asian companies to adopt suitable and effective brand positioning strategies in order to establish a foothold in the European markets. Next, recommendations are given to provide Asian companies with more information and options when entering the European markets. The paper a...