From Chinese Brand Culture to Global Brands

Wu Zhiyan, Janet Borgerson and Jonathan Schroeder
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Wu Zhiyan: Shanghai Institute of Foreign Trade
Janet Borgerson: Rochester Institute of Technology
Jonathan Schroeder: Rochester Institute of Technology

Chapter 5 in From Chinese Brand Culture to Global Brands, 2013, pp 151-166 from Palgrave Macmillan

Abstract: Abstract Chinese-styled branding, conceived as a process that generates cultural meaning and value, can be productively considered in a conceptual space located between managerial strategy and consumer interpretation, with implications for brand management and research. Creating a frame for this space directs attention to a perceived gap between managerial intention and market response. We suggest that the potential of Chinese branding can be elaborated through the notions of co-creation and circulation between brands and cultures.

Keywords: Fashion System; Brand Actor; Hong Kong Special Administrative Region; Global Brand; Opening Ceremony (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27635-3_6

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DOI: 10.1057/9781137276353_6

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