Global brands image and acceptance in host market – The case of Paul in Taiwan

• Main Authors: Lin, Wan-Chen, 林琬真
• Other Authors: Wu, Jack
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/se5vhm

碩士 === 國立政治大學 === 國際經營管理英語碩士學位學程(IMBA) === 107 === With the trends of globalization, global brands have been put on center stage and compete with local brands in various countries. In order to excel in the market, it is necessary for global brands to know their strengths and manage their brand characteristics. The French chain bakery Paul is a representative brand to study how global brands compete with local brands in host market. The purpose of this research is to study how Paul built its brand awareness, formed the brand image, and linked the associations that made the brand accepted in Taiwan from consumers’ perspective. Qualitative research on 17 respondents with semi-structured interviews was conducted to explore consumers’ perceptions towards the brand. The results indicate that consumers establish the awareness of the brand through media, word of mouth and passing by the shops. The brand has a premium brand image among most of the respondents while there are a few respondents that consider the brand to be ordinary. High and consistent quality, French origin, high prestige, and diversified offerings are the brand associations that contribute to the positive brand image and acceptance in the local market, while high price, lack of uniqueness, loss of quality and authenticity as well as less accessibility are negative associations some consumers possess towards the brand. The implications from the findings suggest that global brands’ quality is the most important characteristics to consumers, country of origin needs to be leveraged properly, prestige and price should be managed carefully and identification of brands uniqueness with insights of local needs is critical. This research provides valuable information and reference for future global brand management in the host markets.