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Challenges and opportunities in building an Eastern European Brand: the Polish fashion market

  • An insight on how domestic eastern European brands can go global The aim of the thesis is to find out how local eastern European brands can grow into international brands. There are already many global brands existing in the current world market. Most of these global brands are from developed countries. There are, however, brands from other countries which have great products. Eastern Europe, for example, has many products that are interesting, are of high quality but unknown to the world. For this reason the author would like to take Polish alcohol industry as an example. He will then look into the challenges and possible solutions of a domestic eastern European brand going global. The thesis first examines 4 big Polish liquor companies that start off unknown to the world. Through the implementation of a series of marketing and brand strategies they are able to become global players. Their product positioning are being looked into, and their marketing campaigns are being analyzed. The challenges that these brands faced before are summarized and possible strategies in coping with them are being suggested.

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Author:Walter Lui
Advisor:Daniel Cerquera
Document Type:Bachelor Thesis
Year of Completion:2015
Year of first Publication:2015
Release Date:2015/11/26
Tag:Brand Building; Eastern European; Food and drinks industry
Degree Program:IBM - International Business Management
Functional area:Marketing