Brands & Branding and Private Labels Case Study

Brand London: An FDI Attraction

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Abstract:
Over the years, London had emerged as a global hub for companies that intended to invest in Europe. London’s FDI attractiveness resulted in the city gaining the status as a major financial services centre. The city gradually lost its once-famous tag of being a prominent manufacturing hub. By 2007, several other destinations like China and India were posing a severe competitive challenge to London in terms of attracting foreign investment. Eventually, London slipped in the rankings for FDI attractiveness. This resulted in several challenges for the city. It was also pointed out that transport infrastructure and inadequate housing for the growing population was a major concern. This has severe implications in times of a financial downturn.

Pedagogical Objectives:

The case study helps students understand and analyse:
• The factors that need to be considered for choosing a location for foreign investment
• The emergence of London as a major FDI destination in Europe
• The factors that favored London as a suitable location for FDI
• The challenges and measures to sustain London’s status as a favorable FDI location in Europe.

Keywords : London, FDI, Foreign Direct Investment, Attractiveness, foreign market entry, European markets, Infrastructure, Financial Services, Manufacturing, Big Bang, Foreign investors, Brands and Branding Case Study, World City, United Kingdom, Financial Centre, Transport and Housing