Explores a comprehensive marketing strategy behind the building of the brand Moiselle. Includes a detailed comparison with 10 other local Hong Kong fashion brand names to illustrate the reasons for the successful and comprehensive strategies Moiselle marketing. Starting out as a tiny original equipment manufacturer, Moiselle successfully evolved into its own brand of products, creating a well-known brand that has been popular in both Hong Kong and China. Illustrates the importance of a clear market positioning, brand development, and use the power of the brand to grow the business. "Hide
by Bennett Yim, Monica Wong Source: University of Hong Kong, 18 pages. Publication Date: August 29, 2003. Prod. #: HKU291-PDF-ENG
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