“Building Brand Equity”: A Cultural and Marketing Analysis of the Chinese brand BYD and how it can establish itself on the Swiss market.

Abstract

BYD, a leading Chinese electric vehicle manufacturer, seeks to establish itself in the Swiss market, facing significant challenges. Swiss consumers harbor skepticism towards Chinese products, particularly in the automotive sector, where established brands like Tesla and BMW dominate. The task is to overcome these cultural and market barriers to successfully introduce BYD to Swiss consumers.