000 02740nas|a2200421 i 4500
005 20260817171713.0
008 011213s2001 th u m rtt 00| a1eng d
035 _a.b11841217
099 9 _aAIT RSPR no. SM-01-27
100 0 _aParadorn Karasudhi
245 1 0 _aBrand analysis of Johnnie Walker Black Label in Thailand
260 _aBangkok :
_bAsian Institute of Technology,
_c2001
300 _a50, [23] leaves
490 1 _aResearch studies project report ;
_vno. SM-01-27
500 _aA research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management
502 _aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001
520 _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.
650 1 0 _aBrand choice
_zThailand
650 1 0 _aWhiskey
_zThailand
700 1 _aTocquer, Gerard A.,
_eChairperson
700 1 _aTang, John C.S.,
_eExamination Committee
700 1 _aBechter, Clemens,
_eExamination Committee
810 2 _aAsian Institute of Technology.
_tResearch studies project report ;
_vno. SM-01-27
856 _3Full-Text
_uhttp://203.159.5.9/ait-thesis/detail.php?q=B07187
907 _a.b11841217
_bmnait
_cu
902 _a240614
998 _b0
_c011213
_dm
_ea
_fu
_g0
945 _lmnait
945 _lmnait
945 _lmnarc
942 _c20
942 _c22
942 _c40
909 _aBarcode : 30050120995781
_bCREATED : 2001-12-13
_cRECORD # : i1226460x
_dLPATRON : 1015132
_eLCHKIN : 2003-01-12
_f# RENEWALS : 0
_g# OVERDUE : 0
_hIUSE3 : 0
_iTOT CHKOUT : 4
_jTOT RENEW : 3
909 _aBarcode : 30050120611420
_bCREATED : 2012-10-10
_cRECORD # : i12703072
_dLPATRON : 0
_eLCHKIN : -
_f# RENEWALS : 0
_g# OVERDUE : 0
_hIUSE3 : 0
_iTOT CHKOUT : 0
_jTOT RENEW : 0
909 _aBarcode : 30050160083845
_bCREATED : 2016-04-05
_cRECORD # : i12970633
_dLPATRON : 0
_eLCHKIN : -
_f# RENEWALS : 0
_g# OVERDUE : 0
_hIUSE3 : 0
_iTOT CHKOUT : 0
_jTOT RENEW : 0
999 _c13242
_d13242