Abstract
Marketers sometimes debate whether branding plays the same role in developing markets like China as it does in the developed markets (though some in the same breath contend that China is not a developing market anymore). China is in a relatively unique position here, as it shares some characteristics with the developing markets, but in some ways, it is not only ahead of the curve from developing markets but also leads the developed markets. While it is clear that it is time for marketers to increase their investments, the rather special nature of markets like China indicates that the traditional approaches to brand building will be inadequate. China has not ony eclectively embraced many global brands, but has also successfully developed its own brands in many product fields through clever innovation and mareting investments.
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Sethi, A. (2019). Branding in China. In: Chinese Consumers. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-10-8992-3_8
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DOI: https://doi.org/10.1007/978-981-10-8992-3_8
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