Thesis title: |
International Brand Positioning in the Cosmetic Industry : Analysis of Finnish and British Markets |
Author: |
Ala-Jääski, Emilia Christa Wilhelmiina |
Thesis type: |
Bachelor thesis |
Supervisor: |
San José Iglesias, Rafael |
Opponents: |
Čajka, Radek |
Thesis language: |
English |
Abstract: |
In marketing, branding is a means to make an impression on a consumer’s mind. It helps designing a marketing strategy with a targeted approach to relevant consumer segments. In a globalised world, cross-cultural differences may complicate the process of a domestic brand internationalising, however. This thesis investigates branding as a concept and identifies what factors need to be taken into consideration to successfully export a domestic brand abroad. The issue was addressed by studying the impact exporting had on the example brand of LUMENE and consumer ratings of diverse brand choices by domestic and foreign consumers in target markets. Results of the study indicated that brand elements, such as the brand name and logo, require a verbal approach in a phonetic language system. Results also showcased that if the country’s image abroad is positive, aligning the brand position with the country personality stereotype of the country-of-origin is favourable for a brand. Because of increasing diversity within cultural groups, this study emphasises the importance of cross-cultural competence in today’s world to successfully export brands abroad. |
Keywords: |
international marketing; international branding; brand positioning; brand elements; cross-cultural studies; country-of-origin |
Thesis title: |
International Brand Positioning in the Cosmetic Industry : Analysis of Finnish and British Markets |
Author: |
Ala-Jääski, Emilia Christa Wilhelmiina |
Thesis type: |
Bakalářská práce |
Supervisor: |
San José Iglesias, Rafael |
Opponents: |
Čajka, Radek |
Thesis language: |
English |
Abstract: |
In marketing, branding is a means to make an impression on a consumer’s mind. It helps designing a marketing strategy with a targeted approach to relevant consumer segments. In a globalised world, cross-cultural differences may complicate the process of a domestic brand internationalising, however. This thesis investigates branding as a concept and identifies what factors need to be taken into consideration to successfully export a domestic brand abroad. The issue was addressed by studying the impact exporting had on the example brand of LUMENE and consumer ratings of diverse brand choices by domestic and foreign consumers in target markets. Results of the study indicated that brand elements, such as the brand name and logo, require a verbal approach in a phonetic language system. Results also showcased that if the country’s image abroad is positive, aligning the brand position with the country personality stereotype of the country-of-origin is favourable for a brand. Because of increasing diversity within cultural groups, this study emphasises the importance of cross-cultural competence in today’s world to successfully export brands abroad. |
Keywords: |
international marketing; international branding; brand positioning; brand elements; cross-cultural studies; country-of-origin |
Information about study
Study programme: |
International Business |
Type of study programme: |
Bakalářský studijní program |
Assigned degree: |
Bc. |
Institutions assigning academic degree: |
Vysoká škola ekonomická v Praze |
Faculty: |
Faculty of International Relations |
Department: |
Department of International Business |
Information on submission and defense
Date of assignment: |
1. 3. 2023 |
Date of submission: |
1. 9. 2024 |
Date of defense: |
2024 |
Files for download
The files will be available after the defense of the thesis.