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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;

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Advances in Chinese Brand Management

This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and;

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Brands

can be used to analyze brand image brands and consumer culture advertising campaigns brands in the global village the anti-brand;

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Brands

can be used to analyze brand image brands and consumer culture advertising campaigns brands in the global village the anti-brand;

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Brand China and the internationalization of Chinese companies

to "go global." In this objective it first explains how "Brand China" could ideally be implemented using the framework of the Corporate;

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Brand Management Strategies

takes an applied approach with supporting examples from current fashion and non-fashion brands. The book provides an introduction to the;

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Global Brand Strategy

today. With case studies from around the world, Steenkamp's book is provocative and timely. Global Brand Strategy speaks to three types;

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Strategic Brand Management and Development

Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book;

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Strategic Brand Management and Development

Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book;

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Global Brand Management

influencing factors - in short, by context. With the rise of global trade, more and more brands are introduced to new cultural contexts. These new;

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Building Consumer Good Brands in China

each element. With reference to the findings from the preceding brand and consumer analyses, this author discusses in detail how companies can;

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Kellogg on Branding in a Hyper-Connected World

process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to;

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Creating Passion Brands

academic research and Millward Brown's unique global research into brand value, this book reveals a systematic approach to the business of creating;

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FUSION How Integrating Brand and Culture Powers the World's Greatest Companies

companies. The book includes access to Denise's proprietary online assessment for determining how close to or how far from brand/culture integration;

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Brand Portfolio Strategy

time, David Aaker defines the structure and scope of the brand portfolio strategy firms must put in place to get the most from their brands;

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Marketing Semiotics

contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world. The;

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Global Brand Power

process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage;

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Global Brand Power: Leveraging Branding for Long-Term Growth

process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage;

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Follow the Feeling Brand Building in a Noisy World

? Analyzing 1,500 fast-growing companies from Alibaba to Zara, the Columbia University lecturer and Ogilvy global consulting partner unpacks five;

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Branding A Store

Branding a Store shows how to build a strong, independent retail brand identity to remain competitive in today's global marketplace. First;

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Strategic Brand Management

knowledge. The chapters guide you systematically through the main topics, from the subject of brands to brand equity and strategic brand management;

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Marketing Brands in Africa

brands in and from Africa. Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about;

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'Ni Hao Hotels' the way to win Chinese hearts and minds

global approach with the hotels' local environment? Or do IHCs need a Chinese brand, such as 'Ni Hao Hotels', to win the hearts and minds of the;

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Brand Wars

. Derived from the warfare strategies used by countries to win wars, Brand Wars illustrates proven and tested brand strategies by analyzing the;

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Fashion Brand Internationalization

The first volume in the Palgrave Studies in Practice: Global Fashion Brand Management series, this book provides a comprehensive view on;

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Chinese Culture

Chinese Culture covers a vast array of subjects on Chinese culture -- from fine arts to ceremonies, from legends to the culture's global;

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Chinese Culture

Chinese Culture covers a vast array of subjects on Chinese culture -- from fine arts to ceremonies, from legends to the culture's global;

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