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Advances in Chinese Brand Management

  • John M. T. Balmer
  • Weifeng Chen

Part of the Journal of Brand Management: Advanced Collections book series (JBMAC)

Table of contents

  1. Front Matter
    Pages i-x
  2. Introduction

    1. Front Matter
      Pages 1-1
    2. John M. T. Balmer, Weifeng Chen
      Pages 3-16
  3. China’s Brands and Corporate Brand Communications in China: in Context

    1. Front Matter
      Pages 17-17
  4. Corporate Heritage Brands in China

  5. Luxury Brands in China

    1. Front Matter
      Pages 107-107
  6. Managing the Brand Name and Logo in China

  7. Brand Building in China

  8. Brand Buying Behaviour in China

  9. Back Matter
    Pages 351-354

About this book

Introduction

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.

Keywords

corporate heritage luxury culture China marketing

Editors and affiliations

  • John M. T. Balmer
    • 1
  • Weifeng Chen
    • 1
  1. 1.Brunel University LondonUK

Bibliographic information

  • DOI https://doi.org/10.1057/978-1-352-00011-5
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2017
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Business and Management
  • Print ISBN 978-1-352-00010-8
  • Online ISBN 978-1-352-00011-5
  • Buy this book on publisher's site
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