Title: “Corporate branding versus product branding in emerging markets: A conceptual framework”

by

TABLE OF CONTENTS

CHAPTER # 1: INTRODUCTION1

Rationale for Topic Selection1

Problem Identification1

Background of the Study2

Research Aim2

Research Objectives3

CHAPTER # 2: LITERATURE REVIEW4

Introduction4

Conceptual Framework4

Brand as a Concept6

Need for Innovation6

Market Innovation7

Impact of Innovation8

Brand Personality10

The Brand as Active Contributor to the Relationship12

CHAPTER # 3: RESEARCH METHODOLOGY14

Methodology14

Research Hypothesis14

Population15

Sampling15

Data Gathering Process16

Primary Data17

Secondary Data17

Research Instrument17

Data Analysis17

Action Plane18

Proposal Analysis19

Timeline20

Conclusion22

REFERENCES23

CHAPTER # 1: INTRODUCTION

Rationale for Topic Selection

The topic which is selected for this particular research study is corporate branding versus product branding in emerging markets. The reason behind the selection of this topic is to design a conceptual framework for the development of branding strategy. The aim of this conceptual framework is to examine the branding strategy of the firms which are operating in emerging market.

Problem Identification

The companies which are operating inn international market can only succeed, if they have a strong branding strategy. Branding strategy is a key factor to gain market share for the companies which are operating in international market. The companies which are operating in emerging market can only compete the international firm with strong branding strategy. Emerging market is the key factor for the future growth of world's economy.

The rapid development of new communication technologies and the lowering of trade barriers have had a dramatic impact on international markets. An emerging term, global village, leaves us with the impression that national boundaries do not exist or are no longer significant. Existing research suggests that national macro-level influences, such as politics, economics, culture, and mass communication, are linked and can be examined to predict how organizations in different countries perform or operate their businesses (Dawar 2002 457). Although European marketing theories and strategies are rather advanced and are used worldwide, they have basically been derived from uniquely American perspectives.

Background of the Study

The concept of branding is not new. Medieval vendors displayed pictures of their products so that potential customers could identify products. A shoemaker might have a picture of a shoe on his apron. Medicine shops became identifiable by the mortar and pestle. The horse shoe led customers to the local ferrier and the image of a loaf of bread guided them to the baker.

When applied elsewhere, these marketing theories and strategies have to be modified, and the impact of differences between the macro-level influences in various countries has to be taken into consideration. The researcher found the need for further investigation of the differences between macro-level influences on marketing activities in UK markets and parallel influences in Japanese markets. Japan is the second largest UK export market after Canada (Harris 2001 441). By understanding the differences, UK companies could make their activities more meaningful and effective. To examine the differences, the researcher selected corporate branding as one of the essential marketing communication activities for both countries today.

Research Aim

The aim of this study is to analyze the corporate branding versus product branding in emerging markets. The purpose of the quantitative survey research is to relate quality and value attributed to manufacturer and store brand ...