A Branding Strategy in the Danish Market for Turkish Textile Companies
Translated title
En branding strategi i det danske marked for tyrkiske tekstilvirksomheder
Author
Østvand, Daniel
Term
4. Term
Publication year
2012
Pages
70
Abstract
Denne afhandling undersøger, hvordan tyrkiske tekstilvirksomheder kan brande sig på det danske marked over for unge i alderen 15–29 for at opbygge værdifuld brand equity. Udgangspunktet er Tyrkiets betydelige rolle som tekstoreksportør til EU og den udfordring, som negative country-of-origin-effekter ofte udgør for virksomheder fra vækstøkonomier. Projektet kombinerer en litteraturgennemgang af etablerede brand equity-modeller (Brand Asset Valuator, Aaker, BrandZ og Brand Resonance) med et kvalitativt, fortolkende forskningsdesign, herunder spørgeskema og opfølgende interviews blandt danske forbrugere. Analysen fokuserer på brandelementer, holistiske marketingaktiviteter (personalisering, integration, internalisering) samt sekundære associationer, med henblik på at udvikle en praktisk brandingstrategi for tyrkiske tekstilbrands i Danmark. De konkrete resultater og anbefalinger fremgår ikke af det medfølgende uddrag.
This thesis explores how Turkish textile companies can brand themselves in the Danish market toward youth aged 15–29 to build valuable brand equity. Motivated by Turkey’s significant role as a textile exporter to the EU and the challenge posed by negative country-of-origin effects for firms from emerging economies, the study combines a literature review of established brand equity models (Brand Asset Valuator, Aaker, BrandZ, and Brand Resonance) with a qualitative, interpretive research design, including a questionnaire and follow-up interviews with Danish consumers. The analysis examines brand elements, holistic marketing activities (personalization, integration, internalization), and secondary associations to inform a practical branding strategy for Turkish textile brands in Denmark. Specific findings and recommendations are not presented in the provided excerpt.
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