From Chinese Brand Culture to Global Brands
Title | From Chinese Brand Culture to Global Brands PDF eBook |
Author | W. Zhiyan |
Publisher | Springer |
Total Pages | 187 |
Release | 2013-10-08 |
Genre | Business & Economics |
ISBN | 1137276355 |
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.
The Co-creation and Circulation of Brands and Cultures
Title | The Co-creation and Circulation of Brands and Cultures PDF eBook |
Author | Wu Zhiyan |
Publisher | |
Total Pages | |
Release | 2010 |
Genre | |
ISBN |
This dissertation is a study of the possibilities and processes of constructing strong Chinese brands in the global marketplace. It investigates conceptual and strategic relationships between brands and cultures, focusing specifically on the issue of the unprivileged position of Chinese brands vis-à-vis that of other famous global counterparts. Accordingly, it deploys three illustrative cases from the Chinese context - Jay Chou (a successful Chinese music artist), the 2008 Beijing Olympics opening ceremony, and Shanghai Tang (a global Chinese fashion brand). In so doing, it moves away from the general trend to study the managerial aspects of Western brand building in Chinese contexts, and instead examines how Chinese brands express cultural aspects of their own well-known brand development models in the global marketplace. In short, this study uses a Chinese vantage to examine the emergence of cultural branding (using historical culture and global fashion systems to develop global brands), and its capacity to function as a useful complement to existing models of brand globalisation and global brand culture. The function of the three cases is illustrative and analytic. Collectively, they serve as a lens through which to study Chinese brand development in the global marketplace and examine global brand culture. Each case was fleshed out through various multi-sited ethnographic studies, which consisted of interviewing and observing consumers and managerial workers, the results of which shed light on several important but under-studied aspects of global brand culture. These include Chinese cultural branding in the global context, the cultural approach to branding among various brand actors, and relationships between brands and cultures across branding cultures. Drawing on these examinations, this study not only demonstrates ways in which brands and cultures circulate and construct each other in global brand culture. It also uses these insights to argue for the development of Chinese culture or Chinese-ness into a global brand resource by Chinese brand builders.
Advances in Chinese Brand Management
Title | Advances in Chinese Brand Management PDF eBook |
Author | John M. T. Balmer |
Publisher | Springer |
Total Pages | 354 |
Release | 2016-11-14 |
Genre | Business & Economics |
ISBN | 1352000113 |
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.
From Chinese Brand Culture to Global Brands
Title | From Chinese Brand Culture to Global Brands PDF eBook |
Author | W. Zhiyan |
Publisher | Springer |
Total Pages | 219 |
Release | 2013-10-08 |
Genre | Business & Economics |
ISBN | 1137276355 |
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.
Brand Culture
Title | Brand Culture PDF eBook |
Author | Jonathan Schroeder |
Publisher | Routledge |
Total Pages | 218 |
Release | 2006-03-27 |
Genre | Business & Economics |
ISBN | 1134252323 |
This fascinating book shows that neither managers nor consumers completely control branding processes – cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include: the role of consumption brand management corporate branding branding ethics the role of advertising. This excellent text includes case studies of iconic international brands such as LEGO, Nokia and Ryanair, and analysis by leading researchers including John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noël Kapferer, Majken Schultz, and Richard Elliott. An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.
Research Frontiers on the International Marketing Strategies of Chinese Brands
Title | Research Frontiers on the International Marketing Strategies of Chinese Brands PDF eBook |
Author | Zuohao Hu |
Publisher | Routledge |
Total Pages | 222 |
Release | 2016-08-05 |
Genre | Business & Economics |
ISBN | 1317205936 |
This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.
Brand New China
Title | Brand New China PDF eBook |
Author | Jing Wang |
Publisher | Harvard University Press |
Total Pages | 428 |
Release | 2010-04-10 |
Genre | Business & Economics |
ISBN | 0674268237 |
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.