Skip to main content
SpringerLink
Log in
Palgrave Macmillan
Book cover

China Branding

Cases from Zhejiang

  • Book
  • © 2019

Overview

Editors:
  1. Martin J. Liu

    1. University of Nottingham Ningbo China, Ningbo, China

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  2. Jun Luo

    1. University of Nottingham Ningbo China, Ningbo, China

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  • Analyzes the place branding strategy employed by the Zhejiang Provincial Government in the launch of the "ZhejiangMade" brand
  • Explores the challenges faced by Chinese enterprises in challenging existing perceptions in the domestic and international markets
  • Brings together branding case studies from nine leading enterprises in Zhejiang Province, China

This is a preview of subscription content, log in via an institution to check access.

Access this book

Log in via an institution
eBook USD 89.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 119.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book USD 169.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

Licence this eBook for your library

Institutional subscriptions

Table of contents (10 chapters)

  1. Front Matter

    Pages i-xv
    Download chapter PDF

  2. Place Umbrella Branding and the Provision of Quality: A Case Study of the “ZhejiangMade” Brand

    • Shengjing Yu, Martin J. Liu, Dandan Ye
    Pages 1-13

  3. Branding in the Context of Globalization: A Case Study of Baoxiniao

    • Lin Huang, Jun Luo, Luis D. Torres
    Pages 15-29

  4. From No Body to Some Body: A Resource Based View Approach for the Branding of a Manufacturer

    • Paul C. Y. Liu, Fei Zhu, Jie Wang
    Pages 31-43

  5. Innovation in Environmental Technologies in China: The Case of Feida’s Power Plant Pollution Control Equipment

    • Peter S. Hofman, Chenchen Weng, Steven Shijin Zhou, Abby Jingzi Zhou
    Pages 45-67

  6. Customer Orientation and Brand Performance: A Study of ROBAM

    • Zi Wang, Yue Huang, Jun Luo, Xuan Feng
    Pages 69-84

  7. Standing Out in the Crowd in the B2B Market: A Success Story from Xinhai Technology Group

    • Yueqiu Hu, Shuning Zheng, Alain Yee Loong Chong
    Pages 85-102

  8. Crafting a Successful Business Strategy: A Case of Zhejiang Yinlun Machinery Co. Ltd.

    • M. S. Balaji
    Pages 103-113

  9. Weixing: A Plastic Pipe Industry Leader Who Succeeded with Manufacturing Upgrading and Long-Term R&D Investment

    • Cherry Yi Zhang, Tiantian Zhang
    Pages 115-126

  10. Deli Group: A Five Force Behavioral Culture

    • Tiantian Zhang, Cherry Yi Zhang
    Pages 127-137

  11. Unraveling the Myth of Fotile: The Critical Role of Strategic Positioning in Brand Building

    • Liang (Lucas) Wang
    Pages 139-154
Back to top

Keywords

About this book

This book provides an overview of the brand construction process of manufacturing enterprises in Zhejiang province, China. There are now a number of industry-leading enterprises that are trying to build their own brands and manufacture products of higher quality in Zhejiang. The first chapter focuses on the place branding strategy employed by the Zhejiang Provincial Government in launching the “ZhejiangMade” brand to improve the  perception of products made by Zhejiang manufacturing firms and promote them in the domestic and international markets. In the following nine chapters, the editors bring together case studies from nine leading enterprises in Zhejiang, including Baoxiniao, Shuanghuan, Feida, ROBAM, Xinhai, Yinlun, Weixing, Deli and Fotile, providing an analysis of their branding process.

Editors and Affiliations

  • University of Nottingham Ningbo China, Ningbo, China

    Martin J. Liu, Jun Luo

About the editors

Martin J. Liu is a Professor of Marketing and Innovation and Associate Dean for Research and Knowledge Exchange at Nottingham University Business School China. Martin has led the development of the “Zhejiang Provincial Branding Academy”, a research and education platform co-founded by UNNC and the Zhejiang Provincial Government in China.


Jun Luo is an Assistant Professor of Marketing & Entrepreneurship at Nottingham University Business School China. Her research focuses on services marketing. Her co-authored research work has appeared in both marketing and management journals, including Journal of Business Research, International Journal of Production Economics, and Asia-Pacific Advances in Consumer Research. 


Bibliographic Information

  • Book Title: China Branding

  • Book Subtitle: Cases from Zhejiang

  • Editors: Martin J. Liu, Jun Luo

  • DOI: https://doi.org/10.1007/978-981-13-9318-1

  • Publisher: Palgrave Macmillan Singapore

  • eBook Packages: Economics and Finance, Economics and Finance (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd., part of Springer Nature 2019

  • Hardcover ISBN: 978-981-13-9317-4Published: 26 September 2019

  • Softcover ISBN: 978-981-13-9320-4Published: 26 September 2020

  • eBook ISBN: 978-981-13-9318-1Published: 14 September 2019

  • Edition Number: 1

  • Number of Pages: XV, 154

  • Number of Illustrations: 13 b/w illustrations, 29 illustrations in colour

  • Topics: Asian Economics, Branding, Consumer Behavior

Publish with us

Policies and ethics

Back to top

Search

Navigation