蒙古是一個發展中國家。經歷過半個多世紀的共產主義和計劃經濟制度後蒙古進入自由市場經濟制度，向外國投資者和生產者開放邊界國家大門。但是蒙古目前仍然面對貧困化，經濟和政治不穩定狀態。基於豐富的自然資源發展導向出口的生產能力是蒙古解決這些難題的一個重要選擇。羊絨是蒙古豐富資源之一，也是蒙古主要出口產品之一。蒙古將近三分之一的人口依靠羊絨收入。

  因此本研究的研究動機基基於對蒙古經濟發展作出貢獻的希望以及透過對蒙古羊絨產業提出適當商標策略的方式協助社會相關階層的入提昇。

  為了擴大羊絨產業的知識，對現有的有關蒙古和世界羊絨市場的相關資訊作出了分析。並且基於統計分析，提出了適合于蒙古羊絨產業的，基於原產國來家認定品質塑造形象的，成分品牌 來源國形象。

Mongolia is one of many countries struggling get on their feet. After almost a century of harsh regime of communism and of central planned economy, Mongolia entered market economy, and opened borders to foreign investors, competitors and manufacturers. However, Mongolian economy is still at juncture of poverty, and economical and political instability. Developing export-oriented domestic production based on the natural resources unique to Mongolia is one of the ways to come over this crisis. Cashmere is one of the biggest natural resources and biggest export products of Mongolia, making up livelihood for almost one third of Mongolian population. The motivation of this work thus was based on the hope to contribute to the development of Mongolian economy and livelihood of respective communities by proposing appropriate branding strategy for Mongolian cashmere industry. The existing literature about branding and information about Mongolian and world cashmere market was analyzed in order to amass required knowledge about the industry. Based on the analysis of data, and identification of country-of-origin image attributes, ingredient branding steps are proposed appropriate for Mongolian cashmere industry.

CHAPTER I INTRODUCTION
1.1	Background……………………………………………………………………………..1
1.2	Difficulties and Challenges faced by Mongolian cashmere industry…………………...4
1.3	Research motivation and objectives…………………………………………………….5
CHAPTER II LITERATURE REVIEW 
2.1	Brand equity…………………………………………………………………….............7
2.2	Country-of-origin image………………………………………………………………12
2.2.1	The impact of country names on attitudes towards products…………………..14
2.3	Ingredient branding……………………………………………………………………15 
2.3.1	Beneficiaries of ingredient branding……………………………………………15
2.3.2	Steps of ingredient branding…………………………………………………….18
2.3.3	Characteristics of a brandable ingredient……………………………………….20
2.4	Value-added chain of Mongolian cashmere industry………………………………….21
CHAPTER III RESEARCH METHODOLOGY
  3.1 Research concept………………………………………………………………………30
  3.2 Method and data collection……………………………………………………………31
  3.3 Data analysis…………………………………………………………………………..33  
CHAPTER IV CASHMERE INDUSTRY
  4.1 The world cashmere industry…………………………………….……………………35
     4.1.1 Recent trends in the world cashmere industry…………………………..............35
	 4.1.2 Raw cashmere market…………………………………………………...............35
	 4.1.3 Cashmere finished goods market………………………………………………..38  
  4.2 Mongolian macroeconomic environment……………………………………………..39
  4.3 Structure of Mongolian cashmere industry……………………………………………46
	 4.3.1 Herding sector…………………………………………………………...............46 
	 4.3.2 Processing sector………………………………………………………...............49
	 4.3.3 Raw cashmere supply…………………………………………………………....51
CHAPTER V VALUE ADDING OPTIONS BY BRANDING
5.1.	Brand associations of Mongolian cashmere products……………………………….54
5.2.	Country image attributes of Mongolia………………………………………………58
5.3.	Points of difference of Mongolian cashmere products……………………………...60
5.4.	Supply chain management of world famous brand………………………………….62
5.5.	Mongolian cashmere industry value chain analysis…………………………………65
5.5.1.	Enhancing value of Mongolian cashmere products………………………….66
5.5.2.	Communicating value………………………………………………………..68
5.5.3.	Implementing ingredient branding for Mongolian cashmere products………71 
CHAPTER VI CONCLUSION, MANAGERIAL IMPLICATIONS AND RESEARCH LIMITATIONS
6.1.	Conclusion…………………………………………………………………………...74
6.2.	Managerial implications……………………………………………………………..75
6.3.	Research limitations…………………………………………………………………75

list of tables
table 1.1 Comparative table of Chinese and Mongolian cashmere quality indicators.....1
table 2.1 Production, Capacity, and utilization in the value added chain....23
table 2.2 Production, exports, and imports of cashmere by stage of production (2002-2004)....23
table 2.3 The value chain for Mongolian cashmere in 2005....23
table 2.4 Comparative Production costs (Dollars per kg.)....24
table 2.5 Types of co-operations in the garment industry....25
table 4.1 Main cashmere imporers (1996-2001)....37
table 4.2 Total exports of Cashmere products (1991)....41
table 4.3 Offer Price from Processors (in Togrogs)by Color and Diameter (2005)....48
table 4.4 Raw cashmere utilization....52
table 5.1 POP and POD of Mongolian and Chinese cashmere products....59
table 5.2 ...Country image attributes of Mongolia 61
table 5.3 Relationship between COO image and POD....67
Box5.1 Cashmere policy formulating and Advising institution in Mongolia....69

Non-print resources 

1.	Gobi Regional Economic Growth Initiative. (1999). The Impact of a Ban on Mongolian Raw Cashmere Exports. Ulaanbaatar, Mongolia: Roningen, V.   
2.	SECO Sector Consulting. (2004). Comparison and Benchmark analysis of Cashmere Industry of Mongolia and China. Ulaanbaatar, Mongolia/Eschborn, Germany. 
3.	Cashmere and Camel hair Manufacturer’s Institute. (2007, April). Material paper. Kenneth Shimizu (CCMI Japan representative). Conference for exchanging opinions with cashmere trade (manufacturing, distribution and marketing. Tokyo, Japan.  
4.	Mongolian Wool and Cashmere Association, Mongolian-German Project on “International Trade Policy/WTO”. (2003). Survey on Production and Manufacturing of the Wool, Cashmere and Camel hair. Ulaanbaatar, Mongolia: Yondonsambuu G., & Altantsetseg D. 
5.	USAID Mongolia. Economic Policy Reform and Competitiveness Project. (2005) A value chain analysis of the Mongolian cashmere industry. Ulaanbaatar, Mongolia. 
6.	The World Bank. Poverty Reduction and Economic Management Unit- East Asia and Pacific Region. (2003). From Goats to Coats: Institutional Reform in Mongolia’s Cashmere Sector (Report No. 26240-MOG). Ulaanbaatar, Mongolia. 
7.	Joint Mongolian-German Project: Export-oriented Industrial and Trade Policy. (2004). Reducing Price Risk of Mongolian Commodity Exports through Market-based Risk management. Ulaanbaatar, Mongolia: Silies C. 
8.	National Statistical Office of Mongolia. (2007, June). Monthly Bulletin of Statistics. Ulaanbaatar, Mongolia. 
9.	Federal Trade Commission (2003). Cachet of Cashmere: Complying with the wool product labeling act. 
10.	Gobi Company profile (2007). Ulaanbaatar, Mongolia. 
11.	European Fine Fiber Network (1997, August). EFFN news. Issue 1. Scotland, UK. 
12.	European Fine Fiber Network (1997, December). EFFN news. Issue 2. Scotland, UK. 
13.	GOYO Company. (2007). Knitting garment market consumer research. Ulaanbaatar, Mongolia.    

Print resources 

1.	Norris, Donald G. (1992). Ingredient Branding: A Strategy Option with Multiple Beneficiaries. The Journal of Consumer Marketing, 9(3), pg-19. 
2.	Hoeffler S., Keller, Kevin L. (2003). The marketing advantages of strong brands. Journal of Brand Management, 10(6), pg- 421. 
3.	Grace D., O'Cass A. (2002).  Brand associations: Looking through the eye of the beholder. Qualitative Market Research, 5(2), pg- 96. 
4.	Chen, Cheng-Hsui A. (2001). Using free association to examine the relationship between the characteristics of brand associations and brand equity. The Journal of Product and Brand Management, 10 (6/7), pg- 439. 
5.	Keller, Kevin L. (2001). Building customer-based brand equity. Marketing Management, 10(2), pg- 14. 
6.	Keller, Kevin L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), pg- 1. 
7.	Walfried L., Banwari M., Arun S. (1995). Measuring customer-based brand equity. The Journal of Consumer Marketing, 12(4), pg-11. 
8.	 Matthiesen I., Phau I. (2005). The “HUGO BOSS” connection: Achieving global brand consistency across countries. Journal of Brand Management, 12(5), pg-325. 
9.	Beverland M. (2001). Creating value through brands: the ZESPRI