The development road of a successful brand : a case study of Tencent QQ

University essay from Avdelningen för ekonomi

Author: Sainan Li; Fangfang Guo; [2012]

Keywords: Tencent QQ; brand equity; brand development; overseas;

Abstract: The aim of this research project is to analyze why Tencent QQ developed so fast in China over nearly a decade, how they built the Tencent QQ brand so successfully, and how they maintained that success in China. Also discussed is the degree of influence which Tencent QQ has had in Sweden. Finally, suggestions are made about what Tencent QQ can do to develop and expand within overseas markets.

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