The development road of a successful brand : a case study of Tencent QQ

Li, Sainan; Guo, Fangfang

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The development road of a successful brand: a case study of Tencent QQ

Li, Sainan

University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.

Guo, Fangfang

University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.

2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis

Abstract [en]

The aim of this research project is to analyze why Tencent QQ developed so fast in China over nearly a decade, how they built the Tencent QQ brand so successfully, and how they maintained that success in China. Also discussed is the degree of influence which Tencent QQ has had in Sweden. Finally, suggestions are made about what Tencent QQ can do to develop and expand within overseas markets.

Place, publisher, year, edition, pages

2012. , p. 48

Keywords [en]

Tencent QQ, brand equity, brand development, overseas

National Category

Business Administration

Identifiers

URN: urn:nbn:se:hig:diva-11618Archive number: E3BA:DiVA 21/2012OAI: oai:DiVA.org:hig-11618DiVA, id: diva2:509763

Subject / course

Business administration

Uppsok

Social and Behavioural Science, Law

Supervisors

Vilhelmson, Pär

Hollander, Ernst

Examiners

Osarenkhoe, Aihie

Available from: 2012-03-22 Created: 2012-03-14 Last updated: 2012-03-22Bibliographically approved

Open Access in DiVA

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