How the decline in Chinese tourists around the world has hit the luxury sector

By Xiaoqing Chen and Carol Zhang Large groups of Chinese visitors have become a pillar of the global tourism industry. Coronavirus has not only put...

China Must Boost Social Sustainability in Order to Meet its Carbon Reduction Targets

By Jonas Törnblom China has achieved a significant amount in only a few decades, more than any other country in history; however the challenges the...

The Internet in China: How the Network is Shaping the PRC’s Economic and Social...

By Eric Harwit Chinese e-commerce and communications companies are playing leading roles in the nation’s continued Internet development. These corporations are expanding their roles...

The World-Class Lessons of China’s Shanghai Free-Trade Zone

By Dan Steinbock Amid the fifth anniversary of the Shanghai Free-Trade Zone, new economic zones are proliferating in China’s critical productivity centers. Despite trade wars,...

Women as Market Drivers in China

By Olivia Tin Of all the rapidly growing consumer groups in China, women are becoming an especially prominent source of sophisticated consumption demands. It is...

China’s Digital Transformation: The Internet’s Impact on Productivity and Growth

By Yougang Chen, Jeongmin Seong and Jonathan Woetzel Some 18 months ago, the McKinsey Global Institute published a report on the explosive growth of e-tailing...

Three Benefits Of Investing In Cannabis Stocks

The stock market is considered a great place to create wealth due to the endless opportunities it provides to multiply your money. What's more,...

China’s Environmental Crisis: A Billion Dollar Opportunity

By Deborah Lehr China is embarking on the most ambitious environmental reform program in history – by necessity. China's environmental woes are nothing new, but...

Insights from a Manufacturer’s Perspective: Sourcing from China

By Jaume Ribera and Weiyin Yang To help managers make better decisions about sourcing in China, it’s useful to look at perspectives from a Chinese...

A Brand Culture Approach to Chinese Branding in the Global Marketplace

By Wu Zhiyan, Janet Borgerson & Jonathan Schroeder Global brand literacy is expanding rapidly, as is the appeal of brand identity, for a growing number of brand conscious Chinese consumers. Below, Wu Zhiyan, Janet Borgerson and Jonathan Schroeder examine how Chinese branding efforts express significant aspects of Chinese brand culture, and explore the possibilities and processes of constructing global Chinese brands. Our research on Chinese brand culture investigates the processes and possibilities of developing global brands via a brand culture approach. Often, studies in international marketing and consumer research overlook the ways in which brand development adapts to market conditions and, importantly, contributes to public discourse. Although contexts and situations may be acknowledged to influence, if not determine, brand meanings, the co creative power of multiple brand actors is often overlooked. In contrast, a brand culture approach directs our attention to shifts and changes that occur through repeated interactions between various actors across time and space. In this way, a cultural analysis of brand development draws attention to emerging new knowledge around the co creation and circulation of brands and cultures, highlighting gaps in previous approaches. Culture, which includes aspects of particular histories and moments of creative innovation, can be perceived as a resource upon which branding processes and practices can draw. Yet, there are many ways in which branding processes and practices – and brands themselves – go beyond this subsidiary role, and indeed, co create culture.

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