C/M/374. Master's Dissertation. Brand Building in Telecommunication Industry

The study has been concentrated in the domain of brand building within telecommunication industry. The advantages of branding for different sectors in the UK telecommunication industry have been presented and highlighted in the study. The research has been aimed at understanding the dynamics of brand building and therefore has developed a brand building framework for the telecommunication companies. The dissertation comprises of the following chapters: introduction, literature review, methodology, analysis & findings, and conclusion. There has been an in depth critical review of the literature that has discussed different models and theories that have been presented in the domain of service branding. The study uses a multi-method strategy has been adopted to accumulate data from primary and secondary sources. Analysis comprises of an in depth industry lifecycle analysis, PESTEL analysis, branding in telecommunication analysis and development of brand building framework for telecommunication companies.