From Chinese Brand Culture to Global Brands [electronic resource] : Insights from aesthetics, fashion and history /
Zhiyan, W.author.
Borgerson, J.author.
Schroeder, J.author.
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.
Bibliographic Level Mode of Issuance: Monograph
Includes bibliographical references and index.
Machine generated contents note: -- 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.
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.
Marketing.
Asia—Economic conditions.
Globalization.
Markets.
International business enterprises.
Public relations.
Management.
Marketing.
Asian Economics.
Emerging Markets/Globalization.
International Business.
Corporate Communication/Public Relations.
Management.