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Topic: Student Questions

Thinking Of A Suitable Research For My Thesis

Posted by Anonymous on 5/10/2011 at 5:42 AM ET 250 Points
Hello everyone. I'm currently doing a thesis on branding on a furniture industry. the issue is that branding is very new to this industry and some already have a branding and some are still sceptical in pouring their investment for branding, as their thinking is still on short term results likes target and sales. some might also think they already have a brand with just an established name, logo and tagline. but actually branding is more of that. What can I measure and what is the best research that i can do on my thesis about branding and their performance of the exporting furniture firms? I have some thoughts though;
1. brand development survey
2. brand equity survey

the problem is no one has a list of companies who own a brand let alone knowing it is a real brand or just a name.
i'm clueless.
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RESPONSES

  • Posted on 5/10/2011 at 11:30 PM Author
    thanks monmark group..but how about IKEA? they are also a giant in furniture branding..
  • Posted on 5/10/2011 at 11:54 PM Author
    Wow mattress mack is sure is something. although my thesis is also related to design as a moderating factor to branding. good design enhances the branding of a furniture..like the italians. im not sure mack is suitable for me to benchmark as its not related to design, although his branding strategy is remarkable. on the other hand the italians are much more into luxury furniture and our furniture are just like China, low cost with low labour cost..so I'm having a headache about this..
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