China Branding

Author : Jing Wang
Publisher : Harvard University Press
Page : 436 pages
File Size : 44,5 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 : Martin J. Liu,Jun Luo
Publisher : Springer Nature
Page : 154 pages
File Size : 49,5 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 : Zunyue Liu
Publisher : Lampi di stampa
Page : 384 pages
File Size : 46,9 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 : Judith Frey
Publisher : diplom.de
Page : 142 pages
File Size : 48,6 Mb
Release : 2004-04-29
Category : Business & Economics
ISBN : 9783832479442

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Building Consumer Good Brands in China by Judith Frey Pdf

Inhaltsangabe:Abstract: Against the backdrop of the Western world s saturated and fatigued consumer goods markets, the evolving of China s new consumerism is probably among the most thrilling developments of our days. While the run of foreign companies for China is going on uninterruptedly and many are still struggling with rudimentary difficulties like distribution or production planning, the market is already entering the next stage of competition: the competition of brands. This thesis lays out how foreign (Western) consumer good brands need to be developed in the PR China to ensure long-term market success and a sustainable strong standing with the Chinese consumers. In a first step, this author shortly analyses the situation of existing Chinese and foreign brands in terms of overall market conditions, market trends, domestic or foreign brand dominance, and factors for success or failure. A second step specifies relevant urban Chinese consumer groups according to socio-demographic factors, the consumers general living conditions, lifestyles, and perspectives. A preface on the Chinese system of values delivers the background for further understanding of this paragraph. Subsequently, the core part of this thesis is concerned with brand positioning, branding and brand communication as integral elements of brand building. It introduces modern status-quo concepts from Western brand building practice for each element. With reference to the findings from the preceding brand and consumer analyses, this author discusses in detail how companies can implement and adapt these elements and concepts to the requirements of the Chinese context. Promising options as well as possible challenges and risks are pointed out accordingly. Relevant examples from the current brand scene in China, such as Wall s, Lenovo, BMW, Haier, or Samsung, illustrate these recommendations and suggest creative starting points for further exploration. Major findings of this thesis are that Western brands need to maintain strong symbolic values, and that comprehensive brand building based on brand substance and personality may be the key for sustainable success. Particular focus is to be on durable, close brand-consumer relationships. A main challenge for Western brands will be the adaptation of brand communication to the local consumer requirements. Furthermore, this thesis supports the assumption that the Chinese market must be broken up into regional markets, and that the [...]

Author : Christiane Prange
Publisher : Springer
Page : 231 pages
File Size : 44,8 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 : China Knowledge Press Pte Ltd
Publisher : Unknown
Page : 388 pages
File Size : 53,9 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 : Jing Wang
Publisher : Harvard University Press
Page : 428 pages
File Size : 42,9 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 : 52,9 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 : Robert Guang Tian,Lynne Zhang
Publisher : Cambridge Scholars Publishing
Page : 175 pages
File Size : 43,8 Mb
Release : 2016-02-08
Category : Business & Economics
ISBN : 9781443888332

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Journal of China Marketing Volume 6 (1) by Robert Guang Tian,Lynne Zhang Pdf

This journal has been discontinued. Any issues are available to purchase separately.

Author : Tiebing Shi,Adolphus Yee-Yin Wan,Robert Guang Tian
Publisher : Cambridge Scholars Publishing
Page : 196 pages
File Size : 43,8 Mb
Release : 2018-07-27
Category : Business & Economics
ISBN : 9781527514973

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Journal of China Marketing Volume 6 (2) by Tiebing Shi,Adolphus Yee-Yin Wan,Robert Guang Tian Pdf

This journal has been discontinued. Any issues are available to purchase separately.

Author : Ashley Dudarenok,Ron Wardle
Publisher : Alarice International Limited
Page : 78 pages
File Size : 50,9 Mb
Release : 2023-09-20
Category : Business & Economics
ISBN : 9789887689539

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Innovation Factory: China’s Digital Playbook For Global Brands by Ashley Dudarenok,Ron Wardle Pdf

The criticism of China used to be that it was good at manufacturing but not at innovating. It has now proven those critics wrong. On top of that, some of its companies have developed cutting edge management approaches. We look at what’s behind China’s digital transformation, its unique e-commerce to see what Western brands can learn from China. In this book you’ll learn: How China got to its current stage of digital transformation How Chinese brands optimize e-commerce and digital marketing What highly effective management approaches Chinese companies have used to ramp up profit and turn around failing enterprises Here's what's inside: Chapter 1 What’s Behind China’s Innovation? Chapter 2 A Closer Look at China’s Digital Development I Customer-centric Ecosystems Chapter 3 China’s Tech Giant Transformation II The Future of Retail: What DTC Brands Can Learn from China Chapter 4 Mobile First Chapter 5 The Impact of Social Commerce Chapter 6 Online Merge Offline (OMO) Chapter 7 The Human Touch: Last Mile Delivery, QR Codes and CRM III Innovative Management Models Chapter 8 Management and Leadership Models from China Chapter 9 What China Can Learn From the World Chapter 10 Learning Together "Successful Chinese startups prioritize adaptability, quick production, and deep investment in influencer marketing while overseas brands often opt for a more organic strategy, risking missed growth and copycat challenges." — Tingyi (Jenny) Chen, Co-founder of Walk the Chat “Social new retail, combining social media, e-commerce and offline retail provides seamless consumer experiences and growth opportunities for retailers. As AI progresses, it will further improve the social new retail experience in China.” — Sandrine Zerbib, Founder & Chairwoman of Full Jet & President of Baozun Brand Management

Author : W. Zhiyan,J. Borgerson,J. Schroeder
Publisher : Springer
Page : 187 pages
File Size : 48,7 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 : Yifan Wang,王逸凡
Publisher : 五洲传播出版社
Page : 154 pages
File Size : 47,6 Mb
Release : 2007
Category : Brand name products
ISBN : 7508510860

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Brand in China by Yifan Wang,王逸凡 Pdf

Author : J. Wang
Publisher : Springer
Page : 210 pages
File Size : 52,7 Mb
Release : 2013-12-18
Category : Social Science
ISBN : 9781137361721

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Shaping China’s Global Imagination by J. Wang Pdf

A comprehensive discussion of how countries embrace branding as a crucial element in their pursuit of soft power and why certain nation-branding efforts succeed while others fail through the example of the 2010 World Expo in Shanghai.

Author : Qing Cao,Doreen Wu,Keyan G. Tomaselli
Publisher : Routledge
Page : 240 pages
File Size : 45,6 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.