Marknadsföring av Globala varumärken i en Sluten ekonomi

Purpose: The purpose of this thesis is to analyze and evaluate essentialprerequisites for companies and corporations aiming at marketingglobal brands in a restricted market.Method:The investigation strategy used for this essay was to perform a casestudy on the Islamic Republic of Iran. Both primary data ? such as asurvey, interviews and participating observation ? and secondarydata ? found in books, scientific articles and the internet ? have beenused to achieve the results. The gathering of empirical data wasperformed inside the Islamic Republic of Iran during two weeks inNovember 2007 in three different cities: Tehran, Ispahân and Bâbol.This was carried out by considering several theories: globalbranding strategies, brand equity, involvement theory andcommunication models.Results: The outcome of this essay show several factors that should be takenin consideration in relation to marketing global brands in Iran. Manycompanies have chosen adaptation as their promotion? and productstrategy because of countless rules and restrictions hindering globalmarketing. These strategies affect consumer involvement: lowinvolvement global brands become high involvement global brandsonce in the Iranian market. The authors have taken BrandAwareness as a primary factor for spreading and promoting globalbrands. The empirical material also shows how global brandknowledge is mostly spread through prohibited new media (SatelliteTV and Internet) as well as with the Word-of-Mouth practice inIran. Furthermore, global brand knowledge amongst Iranianconsumers is widely extended. As a result, consumers preferstandardized global brands before adapted global brands or localbrands. What the authors also found out was that the enormousdemand of standardized global brands has already been fulfilled bythe use of new solutions for distribution and promotion in theIranian market: most global brands enter the Iranian market viaother countries (Dubai and Turkey).From gathering all the empirical findings by using methods oftriangulation, the authors have concluded that it is impossible tohinder knowledge and accessibility of global brands, even in arestricted market such as the Islamic republic of Iran.

Senaste sökningar:

© 2024 Allauppsatser.se | Nyheter Sidkarta