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Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/1719

Title: Danone Branding Strategy in China
Authors: Melewar, T C
Badal, E
Small, J
Keywords: Brand
Valuation
Equity
Electronic
Management
e-branding
e-tailing
Management
International
Internet
Marketing
Measurement
Personality
Consumers
Advertising
Fast moving
Consumer goods
FMCG
Brand-building
Strategy
Publication Date: 2005
Publisher: Henry Stewart
Citation: China Journal of Brand Management, 13(6): 407 – 417, Nov 2005
Abstract: This paper analyses the branding strategy of a leading French food producer in the fast growing Chinese market. The company, Danone Group (DG), has long been operating internationally with success. However, like several multinational enterprises, its initial entry into China was a failure. Nevertheless, DG later succeeded in gaining a dominant position by rethinking its commercial approach. This discussion focuses on DG's branding strategy in its three main product lines: dairy products, biscuits and beverages. Overall, the analysis shows how success can be achieved if brands (and other product attributes) are customised when operating in a different culture. This process of adaptation has been implemented without negating links to the corporate brand.
URI: http://bura.brunel.ac.uk/handle/2438/1719
DOI: http://dx.doi.org/10.1057/palgrave.bm.2540282
ISSN: 1350-231X
Appears in Collections:Brunel Business School Research Papers
Marketing

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