03407cas|a2200445 a 4500 20260818154127.0 021004s2002 th uu|m rtt 0| a1eng d .b11867383 AIT Thesis no.SM-02-04 Chabert, Uriell Managing brand equity internationally : a case study of Carrefour Thailand Bangkok : Asian Institute of Technology, 2002 77 leaves Thesis ; no. SM-02-04 Thesis (M. B.A.) - Asian Institute of Technology, 2002 A thesis submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration, School of Management With globalisation and the nsmg influence of retailers as middlemen between manufacturers' brands and customers, concern is growing that managing brand equity is the way to recreate a real bond with consumers. As a response, retailers in Europe are now trying to adopt long-term development projects with clearly defined and exportable selling concepts, raising a new issue: can retailers also adopt branding strategies? In an international environment where successful retailers are world-players, solving this issue is the key to global success. In Asia, the notion of retail trade is still recent, and dominated by foreign groups, such as Big C, Tesco and Carrefour in Thailand. Is the market ready for branding strategies? This thesis envisages the notion of brand equity from three original perspectives: first, brand equity management is analysed from a retail and not just a manufacturer's perspective. Reciprocally, we will try to introduce branding perspectives to retail industry in a environment where the industry is still recent and still often dominated by short-terms financial rewards. In order to achieve this, we will examine the case study of Carrefour in Thailand in order to provide recommendations for the firm to build and manage brand equity successfully. Product management Thailand Tocquer, Gerard A., Chairperson Bechter, Clemens, Examination Committee Broustai, Joel Francois, Examination Committee PTS, European Union, Scholarship Donor Asian Institute of Technology. Thesis ; no. SM-02-04 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B07500 .b11867383 mnait u 241009 0 021004 m a u 0 mnait mnait mnarc mnarc 20 22 40 Barcode : 30050120996128 CREATED : 2002-04-10 RECORD # : i12300287 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120991400 CREATED : 2002-04-10 RECORD # : i12300305 LPATRON : 1018583 LCHKIN : 2007-10-26 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 5 TOT RENEW : 0 Barcode : 30050120551857 CREATED : 2014-10-04 RECORD # : i12789070 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 1 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120221683 CREATED : 2016-03-31 RECORD # : i12917394 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 72155 72155 0 0 0 0 MAIN MAIN mnait 2026-08-18 50.00 0 AIT Thesis no.SM-02-04 30050120996128 2026-08-18 15:41:27 1 2026-08-18 20 0 0 0 0 MAIN MAIN mnait 2026-08-18 50.00 0 AIT Thesis no.SM-02-04 30050120991400 2026-08-18 15:41:27 2 2026-08-18 20 0 0 0 0 MAIN MAIN mnarc 2026-08-18 50.00 0 AIT Thesis no.SM-02-04 30050120551857 2026-08-18 15:41:27 3 2026-08-18 22 0 0 0 0 MAIN MAIN mnarc 2026-08-18 0 AIT Thesis no.SM-02-04 30050120221683 2026-08-18 15:41:27 1 2026-08-18 40