SerFinChi

SerFinChi - Branding of Finnish Service Concepts in China and Far East

2012

The project focuses on branding service concepts in China and Far East. A successful service brand is based on careful analysis of customers’ needs. It creates competitive advantage and helps to define the right price level. The branding model of products cannot be transferred di-rectly to services, but the specificities of services have to be taken into account. Also, branding services in Asia is different from Europe due to their specific business cultures. The project compares success factors in service business between China and other countries in Far East, and helps companies to understand the Asian market better. The aim is to tackle real-life problems, learn and seek solutions together with companies. The results are to be presented in a form which can be utilized concretely.