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Research on the Modes of Brand Globalization and Brand Extension to Update Agricultural Brand Strategy

Author: XiangWenYe
Tutor: MaShuZhong
School: Zhejiang University
Course: International Trade
Keywords: Agricultural brand Brand strategy Global operation Brand extension
CLC: F326
Type: Master's thesis
Year: 2010
Downloads: 262
Quote: 1
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Abstract


Brand competition wins the favor of a large number of multinational companies with its generality and high-point. Our country lacks famous international agricultural brand which is due to a low level of brand awareness, low added value and unsound quality standard system. There is a need for Brand Strategy to update. With the background of Globalization, this paper developed a research system and deeply discussed the globalization modes as well as the Brand Extension Strategy. The conclusion of this study will provide a strategic guidance for the agricultural enterprises those who want to take part in global competition.By reviewing relevant literatures on agricultural Branding Operation and Branding Extension, the first part aims to summarize the key research part and constructs the framework.The second part firstly explained the particularity of agricultural branding and then with the starting points of the history of international agricultural trade and investments, it put forward the need to update the existing brand strategy.The third part started from the connotation of Brand and then deeply extended to the characteristic of agricultural products and the modes of globalization. The economic connotation, and the modes of operations for Agricultural Brand Globalization were analyzed in detail.The fourth part discussed the general theory of brand extension and agricultural brand extension in further. On the basis of theoretic analysis, this paper also built Structural Equation Modeling (SEM) to analyze the key factors of agricultural brand extension using the data from questionnaire.With the research object of "Nestle" and the operations of agricultural branding in different country, the fifth part summed up the experience and made a comparison between domestic and abroad. It pointed out the shortages of domestic agricultural enterprises.According to the results of theories and empirical analysis, the argument put forward the suggestions for domestic agricultural enterprises. Them should clear their brand positioning, focus on the integration of localization and standardization and put emphasis on the importance of core value, agricultural industrial chain integration and brand differentiation building.

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CLC: > Economic > Agricultural economy > China 's agricultural economy > Agricultural sector economy
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