Summary

The Project:
‘From Ewww… to Wow!’ is my Master’s of Design Management thesis. It focuses on brand-building frameworks, other Asian brands that are successful in the U.S. market, and designing a new framework for potential Chinese brands to use when entering the U.S. market.

My Role:
I have finished the primary and secondary research, the creation of the research question, and a Literature map. I am currently in the process of writing the paper.

What I Learned:
In-depth knowledge of brand and brand-building, as well as the process of studying the case studies of other Asian brands.