[Brand Building and Loyalty in Emerging Economics for Multinational Companies: Case Study, Huawei Technologies (Nigeria) Limited]

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ACKNOWLEDGEMENT

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DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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ABSTRACT

In this study we try to explore the concept of Brand building and loyalty in emerging economies in a holistic context. The main focus of the research is on the multinational companies. The research also analyses many aspects of brand building and tries to gauge its effect in the multi national companies. The study focuses on the case of Huawei Technologies Limited and the industry in which multinationals operate. Finally the research describes various factors which are responsible for the brand loyalty and building in emerging markets, the multinational companies and mainly focusing on the Huawei Technologies Ltd.

TABLE OF CONTENTS

ABSTRACTiv

CHAPTER 1: PROPOSAL OUTLINEvi

Aims and Objectivesvi

Problem Definitionvi

Research Questionsvii

Proposed Literature Reviewvii

Proposed Methodologyxi

CHAPTER 2: LITERATURE REVIEWxiii

The Brand Identity Strategyxiii

Evaluating the Brand Realityxv

Brand Building in the Real Worldxvi

Huawei Technologies Limitedxxii

CHAPTER 3: METHODOLOGYxxvii

Case Studiesxxvii

Semi-Structured Interviewsxxix

Secondary Researchxxxiv

REFERENCESxxxvi

CHAPTER 1: PROPOSAL OUTLINE

Aims and Objectives

The aim of the study is to investigate the dynamics of brand building and loyalty in the emerging economies and to analyze the industry in which multinationals operate. This study will evaluate the branding implication for various segments of these companies in context of industry life cycle and appraise critically the relevant brand building framework for multinational corporations operating in the emerging economies.

Problem Definition

Companies are now close to achieving a strong sense occurred overseas, especially in a changing country. However, the latest round of financial crisis, leverage spectacularly in the world economic system of buyers. The consequences of these spectacular results is that there is not assured market for their future buyers, so they are not very good at predicting long-term development. Therefore, the study focusing on the brand building and loyalty and commitment in the markets that are emerging will be to the construction of a buyer's market there will be crucial to the companies who want to do their efforts in these unstable circumstances.

The study focuses on the case of Huawei Technologies Limited in Nigeria. The study will discuss how brand building and loyalty concept takes place in Huawei Technologies Ltd., and the industry in which multinationals operate.

Research Questions

The study aims to answer the following research questions:

What are the dynamics of brand building and loyalty in the emerging economies?

What is the industry in which multinationals operate?

What are the branding implications for various segments of these companies in context of industry life cycle?

How would the researcher appraise critically the relevant brand building framework for multinational corporations operating in the emerging economies?

Proposed Literature Review

In our short-attention-span culture, the value ...