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Analysis of NCL Brand Management of Amway Company

Author: XieMeiXia
Tutor: WuBaiJun
School: East China University of Science and Technology
Course: Business Administration
Keywords: health food brand cognitive brand management
CLC: F426.82
Type: Master's thesis
Year: 2010
Downloads: 241
Quote: 0
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Abstract


As an intangible assets, brand has been paid more attention now, especially in health food industry, brand is accepted as a key competence to measure the power of the company. But now, there are thousands of famous brands in health food markets, the key points for the health food corporate are how to build a strong brand image in China, how to improve the brand in the minds of consumers, how to maintain the existing name.This thesis uses the theories of contemporary brand management, analyses the brand cognitive and brand favorite of NCL in Ningbo Hangzhou and Shanghai, and also studies the consumers’ behavior in these three area. Based on these analyses and the problems in NCL’s brand management, the thesis brings forward Amway NCL’s new brand management tactic. The fruit of this research is helpful and useful for the companies in health food industry.

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