Branding In China

Author : Jing Wang
Publisher : Harvard University Press
Page : 436 pages
File Size : 49,5 Mb
Release : 2010-04-10
Category : Business & Economics
ISBN : 0674044827

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Brand New China by Jing Wang Pdf

One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Jing Wang’s experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system. Brand New China offers a detailed, penetrating, and up-to-date portrayal of branding and advertising in contemporary China. Wang takes us inside an advertising agency to show the influence of American branding theories and models. She also examines the impact of new media practices on Chinese advertising, deliberates on the convergence of grassroots creative culture and viral marketing strategies, samples successful advertising campaigns, provides practical insights about Chinese consumer segments, and offers methodological reflections on pop culture and advertising research. This book unveils a “brand new” China that is under the sway of the ideology of global partnership while struggling not to become a mirror image of the United States. Wang takes on the task of showing where Western thinking works in China, where it does not, and, perhaps most important, where it creates opportunities for cross-fertilization. Thanks to its combination of engaging vignettes from the advertising world and thorough research that contextualizes these vignettes, Brand New China will be of interest to industry participants, students of popular culture, and the general reading public interested in learning about a rapidly transforming Chinese society.

Author : China Knowledge Press Pte Ltd
Publisher : Unknown
Page : 388 pages
File Size : 47,5 Mb
Release : 2005
Category : Business & Economics
ISBN : UCSD:31822035161678

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Branding in China by China Knowledge Press Pte Ltd Pdf

Branding in China is thoroughly researched and written for all who are interested in marketing products and services to the world's fastest growing market of 1.3 billion people. This groundbreaking book is a complete guide on developing and managing strategies for increasing brand value in China. It is an indispensable guide for companies looking for market opportunities to boost their annual turnovers to match, and even surpass, those of Fortune 500 companies. China presents an opportunity not to be missed in the 21st century, which as some have asserted, is the 'last goldmine' in this century. Offering readers invaluable guidance, insights and market information, this book is set to become an important reference tool for businessmen, entrepreneurs and executives in the advertising and marketing industries.

Author : Martin J. Liu,Jun Luo
Publisher : Springer Nature
Page : 154 pages
File Size : 52,8 Mb
Release : 2019-09-14
Category : Business & Economics
ISBN : 9789811393181

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China Branding by Martin J. Liu,Jun Luo Pdf

This book provides an overview of the brand construction process of manufacturing enterprises in Zhejiang province, China. There are now a number of industry-leading enterprises that are trying to build their own brands and manufacture products of higher quality in Zhejiang. The first chapter focuses on the place branding strategy employed by the Zhejiang Provincial Government in launching the “ZhejiangMade” brand to improve the perception of products made by Zhejiang manufacturing firms and promote them in the domestic and international markets. In the following nine chapters, the editors bring together case studies from nine leading enterprises in Zhejiang, including Baoxiniao, Shuanghuan, Feida, ROBAM, Xinhai, Yinlun, Weixing, Deli and Fotile, providing an analysis of their branding process.

Author : Jing Wang
Publisher : Harvard University Press
Page : 428 pages
File Size : 40,9 Mb
Release : 2010-04-10
Category : Business & Economics
ISBN : 9780674268234

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Brand New China by Jing Wang Pdf

One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Jing Wang’s experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system. Brand New China offers a detailed, penetrating, and up-to-date portrayal of branding and advertising in contemporary China. Wang takes us inside an advertising agency to show the influence of American branding theories and models. She also examines the impact of new media practices on Chinese advertising, deliberates on the convergence of grassroots creative culture and viral marketing strategies, samples successful advertising campaigns, provides practical insights about Chinese consumer segments, and offers methodological reflections on pop culture and advertising research. This book unveils a “brand new” China that is under the sway of the ideology of global partnership while struggling not to become a mirror image of the United States. Wang takes on the task of showing where Western thinking works in China, where it does not, and, perhaps most important, where it creates opportunities for cross-fertilization. Thanks to its combination of engaging vignettes from the advertising world and thorough research that contextualizes these vignettes, Brand New China will be of interest to industry participants, students of popular culture, and the general reading public interested in learning about a rapidly transforming Chinese society.

Author : John M. T. Balmer,Weifeng Chen
Publisher : Springer
Page : 354 pages
File Size : 48,6 Mb
Release : 2016-11-14
Category : Business & Economics
ISBN : 9781352000115

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Advances in Chinese Brand Management by John M. T. Balmer,Weifeng Chen Pdf

This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate heritage brands, luxury brands, prominent cultural brands and foreign brands in China.

Author : Christiane Prange
Publisher : Springer
Page : 231 pages
File Size : 50,9 Mb
Release : 2016-05-14
Category : Business & Economics
ISBN : 9783319291390

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Market Entry in China by Christiane Prange Pdf

This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s growth makes it unique and investment opportunities are very attractive. Despite the potential, many western companies fail in their market entry strategies. This book traces the major sources of failure and uses cases to illustrate how firms can better cope with the challenging Chinese market. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players.

Author : Yifan Wang,王逸凡
Publisher : 五洲传播出版社
Page : 154 pages
File Size : 49,8 Mb
Release : 2007
Category : Brand name products
ISBN : 7508510860

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Brand in China by Yifan Wang,王逸凡 Pdf

Author : W. Zhiyan,J. Borgerson,J. Schroeder
Publisher : Springer
Page : 187 pages
File Size : 52,7 Mb
Release : 2013-10-08
Category : Business & Economics
ISBN : 9781137276353

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From Chinese Brand Culture to Global Brands by W. Zhiyan,J. Borgerson,J. Schroeder Pdf

From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.

Author : Isabelle Idrac
Publisher : GRIN Verlag
Page : 97 pages
File Size : 44,5 Mb
Release : 2013-08-08
Category : Business & Economics
ISBN : 9783656477037

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How to make a Western brand successful in China: should it rely on its Western image or adapt to its products’ market? by Isabelle Idrac Pdf

Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Tongji University, language: English, abstract: The Chinese market has become very attractive for Western companies. It is a huge consumption market with more than 1, 3 billion inhabitants and it is at the same time a goods’ provider with a very low labor cost. Western companies can nowadays be very successful in China because the population knew lately huge changes. Chinese people purchasing power is rising and they can afford goods that they could not reach before because it was too expensive or not available. The development of a rich elite and a large middle class has been accompanied by a rising strong taste for Western image, particularly in the luxury field. But the Chinese market is still quite different than Western ones. The Chinese culture is totally divergent than in the West and the economy doesn’t work the same way and that impact on the Chinese consumers’ profile. Besides, there are huge inequalities in China since the whole country doesn’t evolve in a homogeneous way. To be successful on this market for a Western brand, it is necessary to develop a marketing strategy adapted to the Chinese consumers’ expectations according to the products’ activity segments. In the present thesis, we study which marketing strategy a Western brand should follow to be successful on the Chinese market according to its activity segment. Indeed, we assume that a mass market brand should rather follow a Chinese consumer’s adapted strategy and that a luxury brand should keep the same Western strategy in China.

Author : Per Olof Berg,Emma Bj_rner
Publisher : Edward Elgar Publishing
Page : 321 pages
File Size : 44,7 Mb
Release : 2014-04-25
Category : Business & Economics
ISBN : 9781783470334

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Branding Chinese Mega-Cities by Per Olof Berg,Emma Bj_rner Pdf

This interdisciplinary book details the economic, cultural and social background of the development of Chinese mega-cities, as well as presenting the mechanisms of governance and urban growth strategies. Therein, the main discussion centres on the cont

Author : Kelly Tian,Lily Dong
Publisher : Routledge
Page : 176 pages
File Size : 48,9 Mb
Release : 2010-11-01
Category : Political Science
ISBN : 9781136889356

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Consumer-Citizens of China by Kelly Tian,Lily Dong Pdf

A PDF version of this book is available for free in open access via www.tandfebooks.com as well as the OAPEN Library platform, www.oapen.org. It has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 3.0 license and is part of the OAPEN-UK research project. This book presents a comprehensive examination of Chinese consumer behaviour and challenges the previously dichotomous interpretation of the consumption of Western and non-Western brands in China. The dominant position is that Chinese consumers are driven by a desire to imitate the lifestyles of Westerners and thereby advance their social standing locally. The alternative is that consumers reject Western brands as a symbolic gesture of loyalty to their nation-state. Drawing from survey responses and in depth interviews with Chinese consumers in both rural and urban areas, Kelly Tian and Lily Dong find that consumers situate Western brands within select historical moments. This embellishment attaches historical meanings to Western brands in ways that render them useful in asserting preferred visions of the future China. By highlighting how Western brands are used in contests for national identity, Consumer-Citizens of China challenges the notion of the "patriot’s paradox" and answers scholars’ questions as to whether Chinese nationalists today allow for a Sino-Western space where the Chinese can love China without hating the West. Consumer-Citizens of China will be of interest to students and scholars of business studies, Chinese and Asian Studies and Political Science. Kelly Tian is Professor of Marketing and holds the Anderson Chair of Business at New Mexico State University. Lily Dong is Associate Professor of Marketing at the University of Alaska at Fairbanks.

Author : Qing Cao,Doreen Wu,Keyan G. Tomaselli
Publisher : Routledge
Page : 240 pages
File Size : 52,9 Mb
Release : 2020-06-29
Category : History
ISBN : 9781000448948

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Brand China in the Media by Qing Cao,Doreen Wu,Keyan G. Tomaselli Pdf

This book examines China’s identity transformations with a focus on self-perceptions and their representations and communication in the mass media. By considering the internal dynamics of change, it explores the emerging multifaceted ‘China brand’. With its growing economic clout, China has taken a proactive stance in shaping global economic and strategic order through ambitious programmes such as the Asian Infrastructure Investment Bank and the ‘Belt and Road’ initiative. However, as a developing country, China is at pains to manage its own transformations while trying to carve out an international identity. Arguably, China’s unique sense of history and identities may lead to a ‘contested modernity’ or ‘multiple modernities’; radically different from the prevalent classical theories of modernisation and convergence of industrial societies. To understand China’s trajectory of future development has been a major issue in international affairs. This book is concerned with how China’s hybridised identities are articulated, and intertwined with situational, institutional, and societal dynamics – and how they are interwoven with China’s international outlook which converges with or diverges from China’s historical assumptions and beliefs. This book will be of interest to those studying China’s identity in the media; situated at the juncture of past, present, and future, and between China and the wider world. The chapters in this book were originally published in Critical Arts.

Author : Serdar S Durmusoglu
Publisher : World Scientific
Page : 208 pages
File Size : 44,6 Mb
Release : 2022-03-24
Category : Business & Economics
ISBN : 9789811249648

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Chinese Innovation And Branding Leaps by Serdar S Durmusoglu Pdf

China is the largest emerging market economy and the second largest economy in the world. This fact makes better understanding of the experiences of Chinese firms globally and firms in China crucial factors for enhanced success. In essence, this book focuses on providing conceptual as well as in-depth case and other empirical studies on the challenges faced and lessons learned regarding the 'management of innovation, knowledge management, and branding' by Chinese firms in the global arena as well as foreign firms in China.

Author : Zunyue Liu
Publisher : Lampi di stampa
Page : 384 pages
File Size : 51,9 Mb
Release : 2015-04-15
Category : Business & Economics
ISBN : 9788848817615

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"Made in Italy" branding in China by Zunyue Liu Pdf

The research is about "Made in Italy" branding in Chinese market, and it is an international research. Through the process of Italian brands branding in China, I try to find more about the role of design and also some useful information for designer get a better job. I try to focus on this branding process from Italy to China, with the studies from the materials which I have collected, and certainly, I will find out some useful solutions, and this research will give out several good advices specially for the Italian SMEs who are thinking to enter into Chinese market with their “Made in Italy” products.

Author : Zedong Mao
Publisher : China Books
Page : 328 pages
File Size : 40,9 Mb
Release : 1990
Category : China
ISBN : 083512388X

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Quotations from Chairman Mao Tsetung by Zedong Mao Pdf