Research On Brand Equity Of The Chia Tai Group (CP) In Chinese Market

This dissertation is concerned with measuring the extent to which the market of Charoen Pokphand Group (CP), known as"The Chia Tai Group"in China, influenced by its brand reputation in Chinese marketing.The analysis investigates the relative importance of brand reputation in the marketing of products of CP group in Chinese market and also to examine relationships between selected marketing element and four dimensions of brand equity, that is, perceived quality, brand loyalty, brand awareness and brand association, and the relationships among four dimensions of brand equity.The work comprises a study within the context of a quantitative survey of marketing information analysis. The survey was conducted to collect data in the two biggest cities of China: Beijing and Shanghai. Watching over your brand reputation is rationally the ideal means of benefiting from a company's brand equity management.The findings provided useful information that may serve CP group to strategically position itself in the competitive international market. It can equally serve as decision guidelines to brand managers while making meaningful contributions to their companies.