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008 040116s2003 th u m rtt 00| a1eng d
035 _a.b11909626
099 9 _aAIT RSPR no.SM-03-86
100 1 _aBougant, Clotilde
245 1 0 _aBuilding a global brand in telecommunications :
_ba case study of Orange in France and Thailand
260 _aBangkok :
_bAsian Institute of Technology,
_c2003
300 _a47 leaves
490 1 _aResearch studies project report ;
_vno. SM-03-86
500 _aA research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, Scholar of Management
502 _aResearch report (M.Sc.) - Asian Institute of Technology, 2003
520 _aThe 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.
650 0 _aBusiness names
_zFrance
650 0 _aBusiness names
_zThailand
650 0 _aTelecommunication
_zThailand
700 1 _aTocquer, Gerard A.,
_eChairperson
700 1 _aVialle, Pierre,
_eExamination committee
700 1 _aSegard, Olivier,
_eExamination committee
810 2 _aAsian Institute of Technology.
_tResearch studies project report ;
_vno. SM-03-86
856 _3Full-Text
_uhttp://203.159.5.9/ait-thesis/detail.php?q=B08210
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