The Perceptions and Implementations of Branding in China
Abstract 2
Chapter 1 Introduction 2
1.1Motivation of this dissertation 2
1.2Research objectives 6
1.3The research questions 7
1.4Structure of this dissertation 7
Chapter 2 Literature review 8
2.1 Basic conceptions of brand 9
2.2 Branding 13
2.3 Representative branding theories 22
2.4 Brand management 29
Chapter 3 Methodology of this dissertation 31
3.1 Research Approach 31
3.2 Research Strategy 32
3.3 Data Collection 33
3.4 Data Analysis 39
Chapter 4 Case Study 41
4.1 Status quo of branding implementation in Coca Cola 41
4.2 The market environment in China 51
4.3Problems of implementation of brandings in China's domestic companies 53
Chapter 5 Data Analysis and the results 55
5.1Branding from different perspectives 56
5.2Regional diversity in branding 62
5.3The results 64
Chapter 6 Implications for Perception and Implementation of Branding in China 70
6.1Therotical implications 71
6.2Managerial implications 72
Chapter 7 Conclusion 75
References 76
Appendix: Questionnaire Sample 79

Abstract
Branding has become one of the important competition methods in today's market. It's familiar to most of the domestic enterprises but it is not very clear to them. The author of the essay is trying to analysis the branding strategy and management weakness of domestic enterprises from the aspects of definition, characteristics and it's roles.

Paying no attention to build up long term branding strategy, the dissertation firstly review the relevant literature in branding. Bases on the theories, the practices of case companies and the market environment of China will be presented. Other methods such as questionnaires and focus group interviews are used in order to find out the roadmap of China's branding market.

This dissertation focuses on researching and examining the implementation of branding strategy in China. Firstly, there will be a definition of the brand and the branding in order to identify the importance and relevancy of branding strategy to both of the general marketing strategy and the holistic corporate strategy. Secondly, the circumstances of Chinese companies' branding perceptions, development and approaches will be analyzed so as to demonstrate their success and misplay via comparing and contrasting the Chinese and foreign companies. Thirdly, implications of how Chinese companies to do their branding strategy will be presented.

Key words: Perception, Implementation, Brand, Branding, China's market