Branding and international entry modes: Baum und Pferdgarten in Italy

Camilla Cancellieri

Student thesis: Master thesis


The thesis considers the chances of the Danish fashion company Baum und Pferdgarten to enter the Italian market. More specifically, the purpose is to identify the best positioning the company should try to reach in the Italian competitive environment and the possible changes it should make regarding its brand and products in order to be successful. An analysis of the literature about branding and the fashion industry is presented. Then, the main contributions to the internationalization literature are described. Baum und Pferdgarten brand identity is analysed following Kapferer's prism model from two different perspectives: the brand management point of view and Italian stakeholders' perception. The analysis is carried out using a qualitative approach and basing on the information gained through depth interviews with the company's managers, Italian buyers and press representatives. The results lead to the conclusion that the best positioning for Baum und Pferdgarten in Italy is in a niche of the medium-high level fashion market. In this way, no fundamental changes to the brand are required, except for a more conscious development of the collections and the strategy. In order to enter the market, it turns out crucial to work together with a good and reliable agent and to have the support of the press.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
Publication date2008
Number of pages203