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| 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.
| 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.
| Author | : John M. T. Balmer |
| Publisher | : Springer |
| Total Pages | : 355 |
| 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.
| Author | : Jonathan E. Schroeder |
| Publisher | : |
| Total Pages | : 29 |
| Release | : 2015 |
| Genre | : |
| ISBN | : |
This research represents an effort to fill the gap between brand development studies focusing expressly on Western brands and their markets and culture-specific global brand development in emerging markets, such as China. Case studies are presented of two Chinese brands, Shanghai Tang and Shang Xia, which use cultural heritage in their branding strategy. A consumer perspective sheds light on how consumers co-create brand meaning for cultural heritage brands, and clarifies concepts of brand culture, cultural heritage, and brand heritage. A brand culture approach offers new perspectives on how brand actors co-create, circulate, and re-configure existing meanings of brands and cultures, and how Chinese brands become vehicles for meaning co-creation across national boundaries. Implications include the benefits of being prepared to compete with a new type of Chinese brand that taps into China's rich cultural heritage, instead of relying on cheap mass production; connecting to ideas of Chineseness and drawing upon shared cultural knowledge to build brand values; engaging with cultural tensions, rather than sidestepping them; providing employees with in depth training about the cultural aspects of the brand in order to align branding strategy with operational identity; and engaging the co-creative stakeholders that play important roles in cultural heritage brands.
| 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.
| 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.
| Author | : Hongmei Li |
| Publisher | : John Wiley & Sons |
| Total Pages | : 280 |
| Release | : 2016-09-06 |
| Genre | : Social Science |
| ISBN | : 1509511148 |
This book provides a comprehensive analysis of Chinese advertising as an industry, a discourse and profession in China’s search for modernity and cultural globalization. It compares and contrasts the advertising practices of Chinese advertising agencies and foreign advertising agencies, and Chinese brands and foreign brands, with a particular focus on the newest digital advertising practices in the post WTO era. Based on extensive interviews, participant observation, and a critical analysis of secondary data, Li offers an engaging analysis of the transformation of Chinese advertising in the past three decades in Post-Mao China. Drawing upon theories of political economy, media, and cultural studies, her analysis offers most significant insights in advertising and consumer culture as well as the economic, social, political, and cultural transformations in China. The book is essential for students and scholars of communication, media, cultural studies and international business, and all those interested in cultural globalization and China.
| Author | : ZhiYan Wu |
| Publisher | : |
| Total Pages | : 34 |
| Release | : 2014 |
| Genre | : |
| ISBN | : |
In this research, managerial perspectives, consumer vantage points, managerial and consumer networks, and the interactions between these participants were examined across locations to come to an understanding of how Chinese brand development crosses national boundaries and intersects with a global context. By pursuing multi-sited interviews and case studies, we gained a rich understanding of the cultural formation of the brand, including how brand meanings circulate and co-create culture. The case study presented here offers a lens through which to study Chinese brand development in the global marketplace, and sheds light on the ways in which brands and culture circulate and construct each other in global brand culture. Furthermore, we use these insights to argue for the development of Chinese brand culture into a strategic brand resource. This is not a simple matter of drawing upon a shared set of characteristics in all cases; rather Chinese brand culture reveals itself as a subtle and complex resource with a diversity of applications, impacts, and impressions.
| Author | : Denise Lee Yohn |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2021-01-21 |
| Genre | : Advertising |
| ISBN | : 9781529359121 |
"Independently, brand and culture are powerful, unsung business drivers. But Denise shows that when you fuse the two together to create an interdependent and mutually-reinforcing relationship between them, you create organizational power that isn't possible by simply cultivating one or the other alone. Through detailed case studies from some of the world's greatest companies (including Amazon, Airbnb, Adobe, Nike, and Salesforce), exclusive interviews with company executives, and insights from Denise's 25+ years working with world class brands, Fusion provides you with a roadmap for increasing competitiveness, creating measurable value for customers and employees, and future-proofing your business"--
| Author | : Albrecht Rothacher |
| Publisher | : World Scientific |
| Total Pages | : 279 |
| Release | : 2004-10-25 |
| Genre | : Business & Economics |
| ISBN | : 9814482587 |
This interesting book covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner-founder-run companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril.
