01866nas|a2200241 i 450000500170000000800410001703500150005810000230007324500610009626000520015730000200020949000520022950001480028150200830042952007880051265000270130065000220132770000370134970000440138670000450143081000840147585600650155920260817171713.0011213s2001    th  u m rtt  00|  a1eng d  a.b118412170 aParadorn Karasudhi10aBrand analysis of Johnnie Walker Black Label in Thailand  aBangkok :bAsian Institute of Technology,c2001  a50, [23] leaves1 aResearch studies project report ;vno. SM-01-27  aA research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management  aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001  aBranding is a powerful source of success in any market-driven industries. The whiskies industry that is the focus of this research is a great illustration. Thai market is an ideal place to conduct this research because it is one of the biggest whisky market in the world and Johnnie Walker Black label happens to be the market leader. Johnnie Walker Black Label is the brand that is very successful in the Thai Imported Whisky market and it is used as a subject of the study on the importance of brand image and the process of gaining brand equity. The study also provide a better understanding of the Thai whisky market especially the imported one. Interviews with managers at various companies advertising clips are conducted and collected in order to investigate the performance. 10aBrand choicezThailand10aWhiskeyzThailand1 aTocquer, Gerard A.,eChairperson1 aTang, John C.S.,eExamination Committee1 aBechter, Clemens,eExamination Committee2 aAsian Institute of Technology.tResearch studies project report ;vno. SM-01-27  3Full-Textuhttp://203.159.5.9/ait-thesis/detail.php?q=B07187