From Chinese Brand Culture to Global Brands

Insights from aesthetics, fashion and history
1. Auflage 2013
ISBN: 978-1-349-44663-6
Verlag: Palgrave Macmillan UK

Buch, Englisch, 219 Seiten, Format (B × H): 140 mm x 216 mm, Gewicht: 298 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Zhiyan, W.

Schroeder, J.

Borgerson, J.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Entwicklungsökonomie & Emerging Markets
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introduction - Chinese Branding in the Global Market Place 1. Global Branding, Fashion Sytems, and Historical Culture 2. Jay Chou, Pop Star: Chinese Aesthetics and Contemporary Trends 3. The 2008 Beijing Olympics Opening Ceremony: Branding China for the World 4. Shanghai Tang: A Chinese Luxury Brand with Global Ambitions 5. From Chinese Brand Culture to Global Brands

Über Autor(innen)

Zhiyan Wu is a native of China, has worked in the Chinese garment manufacturing sector and was a marketing supervisor at CUIPPC, an intellectual property firm in Beijing. She has a B.A. in English from Beijing Foreign Studies University, an MSc in International Management and a PhD in Management from the University of Exeter, where she was awarded a Jonathan Young scholarship and an Award for Excellence. She is currently teaching at the School of Business, Shanghai Institute of Foreign Trade, China.

Janey Borgerson has held faculty positions at Stockholm University, Sweden and the University of Exeter Business School, UK. She is currently teaching at Saunders College of Business, Rochester Institute of Technology, New York. She has served as Malmsten Visiting Professor in the Center for Consumer Science at Gothenburg University, Sweden, research Fellow at the University of Auckland, New Zealand and Visiting Fellow at the Royal Institute of Technology in Stockholm. She received her B.A. in Philosophy from the University of Michigan, Ann Arbor and M.A. and Ph.D. in Philosophy from the University of Wisconsin, Madison. Her publications include articles in , ,, ,, ,, , , and .

Jonathan Schroeder is the William A. Kern Professor at Rochester Institute of Technology in New York, USA. He has held visiting appointments at Wesleyan University Center for Humanities, Gothenburg University, Sweden, University of Auckland, New Zealand, Bocconi University in Milan, Indian School of Business, Hyderabad and Stockholm University. He has published widely on branding, communication, consumer research and identity and is the author of two books and many journal articles and conference papers. He is the editor in chief of the interdisciplinary journal, and serves on the editorial boards of the journals , , , , , , , , , and .