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A Study on the Relationship between Public Relations and Brand Strategy
Kristianstad University College, Department of Business Administration.
2005 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

Brand strategy is a useful way to strengthen competitive competence of products. However, the researches on how to implement a successful brand strategy using public relations were rarely found in the existing literature.

The main purpose with my dissertation is to investigate the relationship between public relations and brand strategy. In addition, I hope the dissertation can give some suggestions to Chinese companies when they want to implement a brand strategy using public relations.

A combination of interview and questionnaire was used to find research questions. My sample is a famous enterprise named Lenovo Group in China.

The research indicated that public relations is a useful tool to implement brand strategy. Public relations plays an important role in the five stages of executing a brand strategy.

Place, publisher, year, edition, pages
2005.
National Category
Law
Identifiers
URN: urn:nbn:se:hkr:diva-3428Local ID: oai:eprints.bibl.hkr.se.oai2:584OAI: oai:DiVA.org:hkr-3428DiVA, id: diva2:229873
Uppsok
Social and Behavioural Science, Law
Available from: 2005-06-01 Created: 2005-06-01 Last updated: 2005-10-12

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
  • rtf