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035 _a.b11842015
099 9 _aAIT RSPR no. SM-01-72
100 1 _aZeb, Nadir
245 1 0 _aBranding in Thailand :
_ba case study of Alcatel (customer based brand equity)
260 _aBangkok :
_bAsian Institute of Technology,
_c2001
300 _a72 leaves
490 1 _aResearch studies project report ;
_vno. SM-01-72
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 _aThe increasing brand conciseness has led companies to look into their branding strategies and manage them well to increase brand equity in consumers' mind. The people now are becoming friendlier towards popular brands and want to associate with the recognized brand only. The brand is basically giving more leverage to companies to increase good will and strategic advantage in the market. In the new millennium the battle is no more on human asset and technological competence alone. Brand name is playing major role for companies to establish and hold the company intact in time of economic crisis. Asian crisis has led companies to build strong brand in order to move through hard times. Asian crisis only those companies survived who were better in recognition and trust as compared to their competitors. The research study will show what people like about mobile phones and how they associate to them. It will underline the sources for brand leveraging and importance of branding
650 1 0 _aProduct management
_xThailand
650 1 0 _aAlcatel
700 1 _aTocquer, Gerard A.,
_eChairperson
700 1 _aBechter, Clemens,
_eExamination Committee
700 1 _aDeussen, Arne,
_eExamination Committee
810 2 _aAsian Institute of Technology.
_tResearch studies project report ;
_vno. SM-01-72
856 _3Full-Text
_uhttp://203.159.5.9/ait-thesis/detail.php?q=B07245
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