Danone branding strategy in China
Article
Melewar, T., Badal, E. and Small, J. 2006. Danone branding strategy in China. Journal of Brand Management. 13 (6), pp. 407-417.
Type | Article |
---|---|
Title | Danone branding strategy in China |
Authors | Melewar, T., Badal, E. and Small, J. |
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. |
Research Group | Strategic Marketing, Consumer Behaviour and Branding/Identity group |
Publisher | Palgrave Macmillan |
Journal | Journal of Brand Management |
ISSN | 1350-231X |
Publication dates | |
Jul 2006 | |
Publication process dates | |
Deposited | 29 May 2014 |
Output status | Published |
Language | English |
https://repository.mdx.ac.uk/item/84vv4
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