Branding in China – An Institutional and Consumer Perspective

Diederich Bakker ()
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Diederich Bakker: Hanze University Groningen University of Applied Sciences

Journal of Emerging Trends in Marketing and Management, 2016, vol. 1, issue 1, 70-79

Abstract: The aim of this paper is to investigate the Chinese branding landscape. First, the strongest Chinese brands are analysed. This analysis offers explanations for typical Chinese brand strategy and establishes current trends in Chinese brand management practice from a corporate perspective. The research includes an empirical study on the motivations of Chinese consumers investigating their preferences of Chinese brands over non-Chinese/Western brands. While the discipline of brand management has a relatively short tradition in Chinese boardrooms, the outcomes of Chinese consumer preferences towards their favorite brands are both revealing and unexpected. The paper will conclude with the formulation of four Chinese branding trends that are likely to shape the Chinese branding landscape in the future.

Keywords: Branding; Consumer; China; Brand Management; Brand Strategy. (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2016
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