Developing Company X’s brand communication in Hong Kong through Human2Human (H2H) approach
Li, Ao (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023101227393
https://urn.fi/URN:NBN:fi:amk-2023101227393
Tiivistelmä
In today's business environment, market competition has increased tremendously. To distinguish itself from competitors, a company must adopt a consistent brand communication strategy to differentiate itself from the competition.
This thesis aims to conduct research and propose a brand communication approach to enhance the commissioning company's brand value during its expansion into markets beyond Finland. In addition, the local cultural influence on this strategy will be taken into consideration. Moreover, Company X is also keen to understand how culture influences packaging design, which relates to the brand’s tangible assets, in Hong Kong. Therefore, in the thesis research, the author will also examine how package design is influenced by local culture in Hong Kong.
The theoretical framework for this thesis concentrates on branding, the H2H marketing concept and model, alongside a discussion of the theoretical insights to culture. Furthermore, this framework explores the impact of culture on H2H marketing and packaging design.
For this study, the case study will be chosen as the proper research approach, and quantitative methods will be used in the research. In order to acquire a better understanding and explore creative insights, a semi-structured interview strategy will be adopted to collect primary data. For the purpose of this study, the author carefully selected nine interviewees who possess a good knowledge of Brand Y and Finland, with seven of them also exhibiting a strong understanding of the Hong Kong market and its culture. To gain a better understanding from the semi-structured interviews, content analysis will be employed as an appropriate analytical tool.
To summarize, in Hong Kong, trust and the cultivation of personal relationships hold significant importance. Adopting a H2H approach, which focuses on making each stage of the process more centered around human interaction and fostering emotional connections in order to build trust and relationships with customers, can be a valuable strategy for brand Y to consistently enhance its brand development. When combined with improvements in package design, this approach can support brand Y in building a strong presence in the Hong Kong market.
This thesis aims to conduct research and propose a brand communication approach to enhance the commissioning company's brand value during its expansion into markets beyond Finland. In addition, the local cultural influence on this strategy will be taken into consideration. Moreover, Company X is also keen to understand how culture influences packaging design, which relates to the brand’s tangible assets, in Hong Kong. Therefore, in the thesis research, the author will also examine how package design is influenced by local culture in Hong Kong.
The theoretical framework for this thesis concentrates on branding, the H2H marketing concept and model, alongside a discussion of the theoretical insights to culture. Furthermore, this framework explores the impact of culture on H2H marketing and packaging design.
For this study, the case study will be chosen as the proper research approach, and quantitative methods will be used in the research. In order to acquire a better understanding and explore creative insights, a semi-structured interview strategy will be adopted to collect primary data. For the purpose of this study, the author carefully selected nine interviewees who possess a good knowledge of Brand Y and Finland, with seven of them also exhibiting a strong understanding of the Hong Kong market and its culture. To gain a better understanding from the semi-structured interviews, content analysis will be employed as an appropriate analytical tool.
To summarize, in Hong Kong, trust and the cultivation of personal relationships hold significant importance. Adopting a H2H approach, which focuses on making each stage of the process more centered around human interaction and fostering emotional connections in order to build trust and relationships with customers, can be a valuable strategy for brand Y to consistently enhance its brand development. When combined with improvements in package design, this approach can support brand Y in building a strong presence in the Hong Kong market.