C/M/248. Dissertation + Proposal. Brand Positioning Strategies in China: The Case of Motorola

This dissertation examines the success of Motorolas brand positioning strategy in China, focusing on the mobile handset industry. Following an introduction and setting out of the research aims and objectives, the literature review consists of four main parts. First, the changing nature of the mobile handset industry post-Mao is highlighted, a period when China started to remove its isolationist roots and opened up its economy to foreigners. Next, the branding revolution in China is outlined, which coincided with the development of the economy and brought branding to the fore in China. Third, the main theory on brand management, brand building and brand positioning, in particular, are discussed. However, since these theories were developed in the West, the implications of Chinas political, economic and cultural environment on consumer behaviour and branding is also explained. Next, a research methodology is set out, followed by the appropriate analysis and discussion of an exploratory study that was conducted to help address the research aim and objectives. Finally, some conclusions and recommendations are made. Last pages of the file contain 2000 words project proposal for this dissertation.