000 03407cas|a2200445 a 4500
005 20260818154127.0
008 021004s2002 th uu|m rtt 0| a1eng d
035 _a.b11867383
099 9 _aAIT Thesis no.SM-02-04
100 1 _aChabert, Uriell
245 1 0 _aManaging brand equity internationally :
_ba case study of Carrefour Thailand
260 _aBangkok :
_bAsian Institute of Technology,
_c2002
300 _a77 leaves
490 1 _aThesis ;
_vno. SM-02-04
502 _aThesis (M. B.A.) - Asian Institute of Technology, 2002
500 _aA thesis submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration, School of Management
520 _aWith 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.
650 0 _aProduct management
_zThailand
700 1 _aTocquer, Gerard A.,
_eChairperson
700 1 _aBechter, Clemens,
_eExamination Committee
700 1 _aBroustai, Joel Francois,
_eExamination Committee
710 2 _aPTS, European Union,
_eScholarship Donor
810 2 _aAsian Institute of Technology.
_tThesis ;
_vno. SM-02-04
856 _3Full-Text
_uhttp://203.159.5.9/ait-thesis/detail.php?q=B07500
907 _a.b11867383
_bmnait
_cu
902 _a241009
998 _b0
_c021004
_dm
_ea
_fu
_g0
945 _lmnait
945 _lmnait
945 _lmnarc
945 _lmnarc
942 _c20
942 _c22
942 _c40
909 _aBarcode : 30050120996128
_bCREATED : 2002-04-10
_cRECORD # : i12300287
_dLPATRON : 0
_eLCHKIN : -
_f# RENEWALS : 0
_g# OVERDUE : 0
_hIUSE3 : 0
_iTOT CHKOUT : 0
_jTOT RENEW : 0
909 _aBarcode : 30050120991400
_bCREATED : 2002-04-10
_cRECORD # : i12300305
_dLPATRON : 1018583
_eLCHKIN : 2007-10-26
_f# RENEWALS : 0
_g# OVERDUE : 0
_hIUSE3 : 0
_iTOT CHKOUT : 5
_jTOT RENEW : 0
909 _aBarcode : 30050120551857
_bCREATED : 2014-10-04
_cRECORD # : i12789070
_dLPATRON : 0
_eLCHKIN : -
_f# RENEWALS : 0
_g# OVERDUE : 0
_hIUSE3 : 1
_iTOT CHKOUT : 0
_jTOT RENEW : 0
909 _aBarcode : 30050120221683
_bCREATED : 2016-03-31
_cRECORD # : i12917394
_dLPATRON : 0
_eLCHKIN : -
_f# RENEWALS : 0
_g# OVERDUE : 0
_hIUSE3 : 0
_iTOT CHKOUT : 0
_jTOT RENEW : 0
999 _c72155
_d72155