A Study on the Relationship between Public Relations and Brand Strategy

Brand strategy is a useful way to strengthen competitive competence of products. However, the researches on how to implement a successful brand strategy using public relations were rarely found in the existing literature.The main purpose with my dissertation is to investigate the relationship between public relations and brand strategy….


Chapter 1
1.1 Background
1.2 Problem
1.3 Purpose
1.4 Limitations
1.5 Research Questions
1.6 Definitions
1.7 Outline
Chapter 2
2.1 Choice of Methodology
2.2 Secondary Data
2.3 Primary Data
2.4 Research Approach
Chapter 3
Theoretical Framework
3.1 Brand
3.1.1 Introduction
3.1.2 Brand Definition
3.1.3 Functional Characteristics of Brands
3.2 Brand Equity
3.2.1 Introduction
3.2.2 The Definition of Brand Equity
3.2.3The Dimension of Brand Equity
3.2.4 Managing Brand Equity
3.3 Brand Strategy
3.3.1The Concept of Brand Strategy
3.3.2 The Function of Brand Strategy
3.3.3 Component of Brand Strategy The Brand Strategy Planning Stage The Implementation Stage of Brand Strategy
3.4 Brand Strategy and Public Relations
3.5 Public Relations
3.5.1 The Definition of Public Relations
3.5.2 The Function of Public Relations
Chapter 4 Describing the Functions of Public Relations in a Brand Strategy
4.1 Introduction
4.2 The Functions of Public Relations in Each Stage of the Brand Strategy
4.2.1 Public Relations and Human Resource of Brand Strategy Planning
4.2.2 Public Relations and Brand Individuality positioning
4.2.3 Public Relations and Popularization of Enterprises’ Brands
4.2.4 Public Relations and Brand Management
4.2.5 Public Relations and Brand Protection
4.3 Summary
Brand planning
Empirical Case Study
5.1 Empirical Method
5.1.1 Research Strategy
5.1.2 Validity
5.1.3 Reliability
5.1.4 Generalisability
5.2 Case Study
5.2.1 Introduction
5.2.2 Enterprise Background…

Author: Xu Yuanzhong

Source: Kristianstad University

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