陳厚銘臺灣大學:國際企業學研究所柯伶娜Karp, KarolinaKarolinaKarp2010-05-112018-06-292010-05-112018-06-292007U0001-2612200713565400http://ntur.lib.ntu.edu.tw//handle/246246/182522The topic of my thesis is branding in foreign market based on Polish company in Taiwan.he goal of this paper is to show the importance of brand value and to touch on the implications involved during creating a new brand in a foreign market. The paper begins with a literature review that aims to define and discuss branding, in terms of its function viewed by consumers and enterprises.hre second part is about Polish company in Taiwanese market. The tird is touch on foreign investments and business opportinities in Asia.TABLE OF CONTENTS. Introduction 3I. Literature Review 4randing and its Function in the Marketplace .. 4.1. Different Concepts of Branding 4.2. Meaning of Brands from Customers’ Point of View 5.3. Brand Equity 7.4. Alternative Branding Strategies 8.5. Trademarks as Instruments of Competition 9randing and Positioning 12.6. Brand Identity 12.7. Brand Positioning 18II. Branding from Perspective of Multinational Firms. 20.1. Introduction 20.2. International Branding 21V. Case Study: Background 26.1. Profile of Aleson Poland 26.2. Product Mix 29.3. Analysis of Chocolate Market in Asia 31.4. Consumer Profile 34.5. Aleson’s Strategy 37.6. Aleson’s Trademark 40.7. Promotional Activities 40.8. Brand: TERRAVITA 42. Case Study: International Business – Europe and Asia 45.1. Trade Differences 45.2. Market Entry Strategy 46.3. Issues of Cooperation 47.4. Arranging Agreements 48.5. Budget for Starting up a Representative Office 52.6. Milestone of Launching New Brand Based on Terravita into Foreign Market 52I. Conclusion 55ppendix 57eferences 59application/pdf510813 bytesapplication/pdfen-US波蘭案例品牌case study of Polish company in Taiwanbrand in foreign marketthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/182522/1/ntu-96-R94724111-1.pdf