Master's Thesis from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, University of Applied Sciences Northwestern Switzerland, course: International Management, language: English, abstract: This study aims to explore how strategic brand management can be conducted to successfully establish a brand in the Chinese market, to which - in seeking growth opportunities - various medium-sized Swiss MedTech companies have expanded in recent years. To date, little consideration has been given in branding literature to this...