Green Branding To Enhance Corporate Image: A Case Study At Tan Chong Motor Holdings Berhad

Oh, Yih Peng (2015) Green Branding To Enhance Corporate Image: A Case Study At Tan Chong Motor Holdings Berhad. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Implementing the green branding has become more widespread in today‟s automotive industrial because it can help the green branded company to differentiate them from their competitors. This green branding can consider as a blue ocean strategy to the company for gain a competitive advantage to compete in marketplace. Besides, the reasons of consumers‟ shifting preference toward choosing green products and today‟s fiercely competitive marketplace were influence the company to implementing green branding. In this case study, Tan Chong Motor Holdings Berhad (TCMH) was selected among any other automotive company in the industry to examine the factors that lead them to implementing green branding and to investigate how they are strategize green branding to enhance its corporate image. This study also aimed to propose some innovation suggestion to improve the green branding strategy towards corporate image enhancement. The research was designed as exploratory study and used the qualitative research method to explore the factors and strategies of TCMH Berhad to green branding. The data and information are collected through individual interview session. As the result shown, the corporation itself is the main factor for TCMH Berhad to green branding and the strategy been focused the most by TCMH Berhad is brand promotion while the utilization of internal branding for brand promotion strategy is the most effective way for TCMH Berhad to green branding. Conclusively, the researcher found that the only weakness of TCMH Berhad in green branding is they have no proper green branding strategy because they are only focus on doing promotion of Nissan Leaf. Therefore, the researcher has suggested some innovative way to TCMH Berhad in order to improve their green branding strategy.

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