Brand strategies research of Charoen Pokphand Group

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Project Title: Brand strategies research of Charoen Pokphand Group
Author: Mr. Zijiang Chen
Advisor: Assistant Profesor Qiu Chao
Degree: Master of Business Administration
Major: Business Administration
Faculty: Graduate Schools
Academic year: 2017


Zijiang, Chen. (2017). Brand strategies research of Charoen Pokphand Group. (Master’s independent study). Bangkok: Siam University.


First, recognize the brand positioning of brands and have a significant impact, in other words, if there is no brand positioning, product marketing and the entire brand on the whole is meaningless. At the same time the brand positioning is an important foundation for brand communication, brand communication will be set by means of media to convey the brand image to target consumers, brand positioning is designed so that brand image in the minds of consumers occupy a unique and valuable location. In addition, the brand positioning must also be able to reach through brand communications, and the brand positioning, the brand communication must be based on the premise, because the brand positioning determines the content of brand communication. Left the overall image of the brand in advance of the design, then spread the brand has lost direction and basis. So, to say Brand positioning and brand communication are interdependent both indispensable.

Second, as the Charoen Pokphand Group (CP Group) of this multinational group in particular is implementing a multi-brand strategy of enterprises should focus on the different of national, regional consumers, history, culture, customs and values. From among of looking for a breakthrough, to establish the most appropriate brand strategy. Those who do not know how to apply strategic thinking to guide the various operating companies, there is no attention to foreign culture, customs and values of the multinational corporations will eventually not have good development prospects, with this on the Charoen Pokphand Group, in domestic and foreign multi-brand communication strategy, brand naming and positioning strategy of research and analysis, that we hope able for some Chinese to Thailand or Thailand to China for develop in business do not have the financially strong companies like Charoen Pokphand Group to provide some reference views.

Keywords:  Charoen Pokphand Group, Brand strategy, Comparison of Chinese-Thai, Brand differentiation.

Brand strategies research of Charoen Pokphand Group

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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