How Chinese SME perceive the strong brand as a crucial factor for establishing competitiveness?

University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

Abstract: The globalization become a current tendency, and China as one of the biggest parts in the international market, plays the important role. Considering the SMEs in China occupy the main amount, Chinese SMEs are the key factors in Chinese economy. At the same time, they are also faced with fierce competition from global company that compared with other developed countries’ SMEs, Chinese SMEs are not competitive enough. One of the reasons is that their brands are lack of competitiveness. It is known to all, brand is a key strategic asset to long-term performance and it should be managed. Therefore this study is focused on how Chinese SMEs perceive brand as crucial factor for establishing competitiveness. This study is based on qualitative research, and case study research design is chosen. The semi-structured interview is conducted in the Chinese SME called CSC, and two managers and three employees were interviewed. In conclusion, it can be found that the CSC pays attention to the brand, but their brand still need to be improved to be more powerful, unique and positiveness then to reach the loyalty of consumers, and the media channels should be paid more attention

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