A Comparison Of Italian Fashion Brand Image In The Chinese And The Japanese Market

I can honestly say that it took me three years of work to write this dissertation. I experienced a lot since the first I came to China three years ago. During my first year of my Master Degree Course I had to adjust to my new university life in a Chinese university, the second year I started an internship to earn university credits and was hired by a Chinese company where I was in charge of the PR with Italian Brands and their agents. It is my third year in China now and I am finally able to write this paper.This thesis will compare two Italian medium-high fashion brands in the Chinese and Japanese markets through their Brand Image, analyzing the different ways in which they adapt their brand images in order to fit the requests of such different markets.The dissertation has three main chapters:the first one is the Introduction, where I will illustrate the background and the basis of my research; the second and main chapter I will analyze the concept of Brand Image and present the examples of two chosen brands; then in the final chapter I will draw the conclusions and give some advice.