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Title: Effective brand positioning strategies for Asian companies entering european markets
Authors: Tan, Daphne Lay Peng
Chen, Gerald Youxin
Boon, Elizabeth Ting Ting
Keywords: DRNTU::Business::Marketing
Issue Date: 2008
Abstract: 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 also seeks to make clear the concept on the extent of convergence or divergence, its impact and the means to handle it effectively and properly.
Schools: Nanyang Business School 
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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