03477nas|a2200469 i 4500 20260817171824.0 040116s2003 th u m rtt 00| a1eng d .b11909626 AIT RSPR no.SM-03-86 Bougant, Clotilde Building a global brand in telecommunications : a case study of Orange in France and Thailand Bangkok : Asian Institute of Technology, 2003 47 leaves Research studies project report ; no. SM-03-86 A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, Scholar of Management Research report (M.Sc.) - Asian Institute of Technology, 2003 The purpose of my research study is to show the difficulties to build a global brand. I will talk about how the concept of the brand Orange is adapted in the countries where it is launched. To illustrate that I will present Orange in France and Orange in Thailand. Orange is originally a British company but it has been bought in 2000 by France Telecom, the historical French operator. Then Orange became Orange SA. They adapted the concept of the brand, while keeping the same key ideas but adapting it to France and French language. At the same time, there was a project of launching Orange in Thailand. Through a jointventure with a Thai company, CP Group, Orange was launched in Thailand. Once again, and much more than for France, the concept of the brand, the slogan and the key ideas had to be adapted to Thai culture, religion, economic situation and so on. I will explain the different steps of the branding or rebranding and show the difficulties. I want to see if a strong brand such as Orange can extend internationally, how, and with which difficulties. Business names France Business names Thailand Telecommunication Thailand Tocquer, Gerard A., Chairperson Vialle, Pierre, Examination committee Segard, Olivier, Examination committee Asian Institute of Technology. Research studies project report ; no. SM-03-86 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B08210 .b11909626 mnait u 240708 0 040116 m a u 0 mnait mnait mnarc mnarc mnarc 20 40 Barcode : 30050120666358 CREATED : 2004-01-16 RECORD # : i12370435 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120666382 CREATED : 2004-01-16 RECORD # : i12370447 LPATRON : 1016580 LCHKIN : 2005-06-21 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 1 TOT RENEW : 0 Barcode : 30050120302897 CREATED : 2016-05-26 RECORD # : i1299425x LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120996078 CREATED : 2020-04-02 RECORD # : i13256373 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120909253 CREATED : 2020-03-16 RECORD # : i13267528 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 13719 13719 0 0 0 0 MAIN MAIN mnait 2026-08-17 50.00 0 AIT RSPR no.SM-03-86 30050120666358 2026-08-17 17:18:24 1 2026-08-17 20 0 0 0 0 MAIN MAIN mnait 2026-08-17 50.00 0 AIT RSPR no.SM-03-86 30050120666382 2026-08-17 17:18:24 2 2026-08-17 20 0 0 0 0 MAIN MAIN mnarc 2026-08-17 0 AIT RSPR no.SM-03-86 30050120302897 2026-08-17 17:18:24 1 2026-08-17 40 0 0 0 0 MAIN MAIN mnarc 2026-08-17 0 AIT RSPR no.SM-03-86 30050120996078 2026-08-17 17:18:24 3 2026-08-17 20 0 0 0 0 MAIN MAIN mnarc 2026-08-17 0 AIT RSPR no.SM-03-86 30050120909253 2026-08-17 17:18:24 4 2026-08-17 20