From Chinese Brand Culture to Global Brands

Insights from aesthetics, fashion, and history

  • Wu Zhiyan
  • Janet Borgerson
  • Jonathan Schroeder

Table of contents

  1. Front Matter
    Pages i-xii
  2. Wu Zhiyan, Janet Borgerson, Jonathan Schroeder
    Pages 1-17
  3. Wu Zhiyan, Janet Borgerson, Jonathan Schroeder
    Pages 18-56
  4. Wu Zhiyan, Janet Borgerson, Jonathan Schroeder
    Pages 57-77
  5. Wu Zhiyan, Janet Borgerson, Jonathan Schroeder
    Pages 78-109
  6. Wu Zhiyan, Janet Borgerson, Jonathan Schroeder
    Pages 110-150
  7. Wu Zhiyan, Janet Borgerson, Jonathan Schroeder
    Pages 151-166
  8. Back Matter
    Pages 167-219

About this book

Introduction

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.

Keywords

aesthetics brand branding China Global Brands Trends

Authors and affiliations

  • Wu Zhiyan
    • 1
  • Janet Borgerson
    • 2
  • Jonathan Schroeder
    • 3
  1. 1.School of ManagementShanghai Institute of Foreign TradeChina
  2. 2.Department of PhilosophyRochester Institute of TechnologyUSA
  3. 3.Rochester Institute of TechnologyNew YorkUSA

Bibliographic information

  • DOI https://doi.org/10.1057/9781137276353
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 2013
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Palgrave Business & Management Collection
  • Print ISBN 978-1-349-44663-6
  • Online ISBN 978-1-137-27635-3
  • About this book
Industry Sectors
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