Brand Warriors China
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Brand Warriors China
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Author : Fiona Gilmore
language : en
Publisher: Profile Books(GB)
Release Date : 2003
Brand Warriors China written by Fiona Gilmore and has been published by Profile Books(GB) this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
A unique examination of Chinese brands and branding at a time when China is rapidly expanding and gaining in economic importance. China is widely viewed as being one of the world's fastest growing markets. In pursuing this rapid economic expansion, Chinese companies have now begun to recognise the importance of brands, and their development. Brand capital is one of the key drivers of growth and wealth in the First World. Creating and managing brands in China has become a crucial component to success in the China market. In this book, leading brands experts Fiona Gilmore and Serge Dumont analyse the development of brands and branding in China. They provide detailed case studies of over a dozen leading Chinese brands - including Sina.com, Legend, China Mobile, CITIC, Asia Info, Yanjing Beer - and their brand strategies. The book contains unique business insights into modern China and the brand lessons for any company seeking to operate in the China market.
Brand Warriors China
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Author : Fiona Gilmore
language : en
Publisher: Profile Books(GB)
Release Date : 2003
Brand Warriors China written by Fiona Gilmore and has been published by Profile Books(GB) this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
A unique examination of Chinese brands and branding at a time when China is rapidly expanding and gaining in economic importance. China is widely viewed as being one of the world's fastest growing markets. In pursuing this rapid economic expansion, Chinese companies have now begun to recognise the importance of brands, and their development. Brand capital is one of the key drivers of growth and wealth in the First World. Creating and managing brands in China has become a crucial component to success in the China market. In this book, leading brands experts Fiona Gilmore and Serge Dumont analyse the development of brands and branding in China. They provide detailed case studies of over a dozen leading Chinese brands - including Sina.com, Legend, China Mobile, CITIC, Asia Info, Yanjing Beer - and their brand strategies. The book contains unique business insights into modern China and the brand lessons for any company seeking to operate in the China market.
Brand New China
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Author : Jing Wang
language : en
Publisher: Harvard University Press
Release Date : 2010-04-10
Brand New China written by Jing Wang and has been published by Harvard University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-04-10 with Business & Economics categories.
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.
Brand In China
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Author : Yifan Wang
language : en
Publisher: 五洲传播出版社
Release Date : 2007
Brand In China written by Yifan Wang and has been published by 五洲传播出版社 this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Brand name products categories.
China S Civilian Army
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Author : Peter Martin
language : en
Publisher: Oxford University Press
Release Date : 2021-05-13
China S Civilian Army written by Peter Martin and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-05-13 with categories.
The untold story of China's rise as a global superpower, chronicled through the diplomatic shock troops that connect Beijing to the world. China's Civilian Army charts China's transformation from an isolated and impoverished communist state to a global superpower from the perspective of those on the front line: China's diplomats. They give a rare perspective on the greatest geopolitical drama of the last half century. In the early days of the People's Republic, diplomats were highly-disciplined, committed communists who feared revealing any weakness to the threatening capitalist world. Remarkably, the model that revolutionary leader Zhou Enlai established continues to this day despite the massive changes the country has undergone in recent decades. Little is known or understood about the inner workings of the Chinese government as the country bursts onto the world stage, as the world's second largest economy and an emerging military superpower. China's Diplomats embody its battle between insecurity and self-confidence, internally and externally. To this day, Chinese diplomats work in pairs so that one can always watch the other for signs of ideological impurity. They're often dubbed China's "wolf warriors" for their combative approach to asserting Chinese interests. Drawing for the first time on the memoirs of more than a hundred retired diplomats as well as author Peter Martin's first-hand reporting as a journalist in Beijing, this groundbreaking book blends history with current events to tease out enduring lessons about the kind of power China is set to become. It is required reading for anyone who wants to understand China's quest for global power, as seen from the inside.
From Chinese Brand Culture To Global Brands
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Author : W. Zhiyan
language : en
Publisher: Springer
Release Date : 2013-10-08
From Chinese Brand Culture To Global Brands written by W. Zhiyan and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-08 with Business & Economics categories.
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.
China The Stealth Empire
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Author : Edward Burman
language : en
Publisher: The History Press
Release Date : 2008-06-08
China The Stealth Empire written by Edward Burman and has been published by The History Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-06-08 with History categories.
China: The Stealth Empire asks why it is that China despite its size and once advanced culture and technology did not become a world power centuries ago? Burman traces the answer through Chinese innate sense of superiority which made foreign conquest and trade an irrelevance. This is about to change with the evolution of what is termed the Stealth Empire characterised by world dominance in the production of consumer goods, a growing share of world manufacturing and a strong sense of nationalism. The Chinese believe that they need to do nothing as they evolve by the middle of the century into the dominant world power. Burman's book opens a window onto this history and growing sense of national destiny. It will be essential reading for anyone wanting to understand what is going on in the Stealth Empire.
How To Make A Western Brand Successful In China Should It Rely On Its Western Image Or Adapt To Its Products Market
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Author : Isabelle Idrac
language : en
Publisher: GRIN Verlag
Release Date : 2013-08-08
How To Make A Western Brand Successful In China Should It Rely On Its Western Image Or Adapt To Its Products Market written by Isabelle Idrac and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-08-08 with Business & Economics categories.
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.
Brand Warriors
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Author : Fiona Gilmore
language : en
Publisher:
Release Date : 2007-01-01
Brand Warriors written by Fiona Gilmore and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-01-01 with Brand name products categories.
At a time when brand awareness and brand identity are more important than ever before, this series of essays - by some of the most successful and high-profile names in the business - looks at the nature of brands and brand building.
The New Strategic Brand Management
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Author : Jean-Noël Kapferer
language : en
Publisher: Kogan Page Publishers
Release Date : 2008
The New Strategic Brand Management written by Jean-Noël Kapferer and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.