TY  - SER
AU  - Thanawan Sirivorapat
AU  - Johri,Lalit M.
AU  - Dimmitt,Nicholas J.
AU  - Sununta Siengthai,
ED  - Royal Thai Government Fellowship,
TI  - Branding strategy of "Double A" in Thailand: the study of strategic Brand Concept Management (BCM)
T2  - Research studies project report
PY  - 2005///
CY  - Pathum Thani, Thailand
PB  - Asian Institute of Technology
KW  - Double A (Firm)
KW  - Product management
KW  - Thailand
N1  - A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management; Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2005
N2  - Due to intense rivalry in current marketplace, the firms with similar products or services cannot compete effectively. For commodity which is normally difficult to differentiate, the cutting price strategy is considered the main key. However, pricing is not actually the only one competing basis. Advance Agro Public Company Limited, one of the biggest and most modem pulp and paper manufacturers in Thailand has launched "Double A" brand for A4 premium copy paper. It is an inventive idea to differentiate and build paper brand in the consumer's mind by implementing a range of marketing and communication tools. The successful brand building generates Advance Agro several advantages, remarkably, the opportunities of extension to related businesses and growing internationally as a global brand. From the marketers' viewpoint, this research is concluded by analyzing all implemented marketing and communication strategies. In addition, the research identifies strategic Brand Concept Management (BCM) showing the sequential processes of selecting, introducing, elaborating and fortifying Double A brand concept. Recommendations for Double A brand management and directions for further researches are also proposed in the final part
UR  -  http://203.159.5.9/ait-thesis/detail.php?q=B09645
ER  -