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The Strategic Management of Brand Equity in Emerging Markets

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Wong, TL and Wickham, M and Hecker, R (2013) The Strategic Management of Brand Equity in Emerging Markets. In: ANZAM, December 2013, Hobart, Tasmania.

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Abstract

Research has consistently demonstrated a significant relationship between Brand Equity and desirable
organisational outcomes. More recently, there has been a call for researchers to develop a framework
for identifying the specific organisational resources and capabilities required to strategically manage
Brand Equity internationally – especially in China. This paper presents an analysis of Marriott’s entry
into the Chinese market for high quality hotel accommodation with a particular interest in the
resources and capabilities that the company developed to effectively manage their Brand Equity in that
context.
Key Words
Brand Equity, Strategic Marketing, Chinese Market Entry

Item Type: Conference or Workshop Item (Paper)
Additional Information:

Copyright 2013 ANZAM

Date Deposited: 15 Apr 2014 04:36
Last Modified: 18 Nov 2014 04:59
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