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China Branding

Cases from Zhejiang

Editors: Liu, Martin J., Luo, Jun (Eds.)

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  • 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
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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.

About the authors

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. 

Table of contents (10 chapters)

Table of contents (10 chapters)
  • Place Umbrella Branding and the Provision of Quality: A Case Study of the “ZhejiangMade” Brand

    Pages 1-13

    Yu, Shengjing (et al.)

  • Branding in the Context of Globalization: A Case Study of Baoxiniao

    Pages 15-29

    Huang, Lin (et al.)

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

    Pages 31-43

    Liu, Paul C. Y. (et al.)

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

    Pages 45-67

    Hofman, Peter S. (et al.)

  • Customer Orientation and Brand Performance: A Study of ROBAM

    Pages 69-84

    Wang, Zi (et al.)

Buy this book

eBook n/a
  • ISBN 978-981-13-9318-1
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
Hardcover n/a
  • ISBN 978-981-13-9317-4
  • Free shipping for individuals worldwide
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Bibliographic Information

Bibliographic Information
Book Title
China Branding
Book Subtitle
Cases from Zhejiang
Editors
  • Martin J. Liu
  • Jun Luo
Copyright
2019
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd., part of Springer Nature
eBook ISBN
978-981-13-9318-1
DOI
10.1007/978-981-13-9318-1
Hardcover ISBN
978-981-13-9317-4
Edition Number
1
Number of Pages
XV, 154
Number of Illustrations
13 b/w illustrations, 29 illustrations in colour
Topics