Advances in Chinese Brand Management [Hardcover]

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.

Section 1: Introdution (Balmer JMT and Chen WF).- Section 2: Chinas Brands and Corporate Brand Communications in China: In Context.- Balmer, JMT.  and Chen, W.   'Chinas brands, Chinas brand development strategies and corporate brand communications in China'.- Section 3: Corporate Heritage Brands in China.- Balmer, John MT, and Weifeng Chen.) Corporate heritage brands in China. Consumer engagement with Chinas most celebrated corporate heritage brandTong Ren Tang: ?. .- Schroeder, Jonathan, Janet Borgerson, and Zhiyan Wu. A brand culture approach to Chinese cultural heritage brands. .- Section 4: Luxury Brands in China.- Heine, Klaus, and Michel Gutsatz. Luxury brand building in China: Eight case studies and eight lessons learned. .- Peng. N and Chen, AH  Consumer perspectives of cultural branding: The case of Burberry in Taiwan.- Section 5: Managing the brand name and logo.- Dongl)