From Chinese Brand Culture to Global Brands

Insights from aesthetics, fashion and history

Authors: Zhiyan, W., Borgerson, J., Schroeder, J.

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About this book

From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.

About the authors

Zhiyan Wu is a native of China, has worked in the Chinese garment manufacturing sector and was a marketing supervisor at CUIPPC, an intellectual property firm in Beijing. She has a B.A. in English from Beijing Foreign Studies University, an MSc in International Management and a PhD in Management from the University of Exeter, where she was awarded a Jonathan Young scholarship and an Award for Excellence. She is currently teaching at the School of Business, Shanghai Institute of Foreign Trade, China.

Janey Borgerson has held faculty positions at Stockholm University, Sweden and the University of Exeter Business School, UK. She is currently teaching at Saunders College of Business, Rochester Institute of Technology, New York. She has served as Malmsten Visiting Professor in the Center for Consumer Science at Gothenburg University, Sweden, research Fellow at the University of Auckland, New Zealand and Visiting Fellow at the Royal Institute of Technology in Stockholm. She received her B.A. in Philosophy from the University of Michigan, Ann Arbor and M.A. and Ph.D. in Philosophy from the University of Wisconsin, Madison. Her publications include articles in Advances in Consumer Research, Business Ethics, Consumption, Markets and Culture, Culture and Organization, European Journal of Marketing, Gender, Work and Organization, Journal of Knowledge Management, Journal of Marketing Management, Journal of Philosophical Research, Philosophy Today and Sociological Review.

Jonathan Schroeder is the William A. Kern Professor at Rochester Institute of Technology in New York, USA. He has held visiting appointments at Wesleyan University Center for Humanities, Gothenburg University, Sweden, University of Auckland, New Zealand, Bocconi University in Milan, Indian School of Business, Hyderabad and Stockholm University. He has published widely on branding, communication, consumer research and identity and is the author of two books and many journal articles and conference papers. He is the editor in chief of the interdisciplinary journal, Consumption, Markets and Culture and serves on the editorial boards of the journals Advertising and Society Review, Critical Studies in Fashion and Beauty, European Journal of Marketing, Innovative Marketing, International Journal of Indian Culture and Business Management, Journal of Business Research, Journal of Consumer Research, Journal of Historical Research in Marketing, Journal of Macromarketing, Marketing Theory and Visual Methodologies.

Table of contents (6 chapters)

  • Introduction

    Zhiyan, Wu (et al.)

    Pages 1-17

  • Global Branding, Fashion Systems, and Historical Culture

    Zhiyan, Wu (et al.)

    Pages 18-56

  • Jay Chou, Pop Star: Chinese Aesthetics and Contemporary Trends

    Zhiyan, Wu (et al.)

    Pages 57-77

  • The 2008 Beijing Olympics Opening Ceremony: Branding China for the World

    Zhiyan, Wu (et al.)

    Pages 78-109

  • Shanghai Tang: A Chinese Luxury Brand with Global Ambitions

    Zhiyan, Wu (et al.)

    Pages 110-150

Buy this book

eBook $29.99
price for USA
  • ISBN 978-1-137-27635-3
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Download immediately after purchase
Hardcover $44.00
price for USA
  • ISBN 978-1-137-27634-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $42.00
price for USA
  • ISBN 978-1-349-44663-6
  • Free shipping for individuals worldwide
  • This title is currently reprinting. You can pre-order your copy now.

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Bibliographic Information

Bibliographic Information
Book Title
From Chinese Brand Culture to Global Brands
Book Subtitle
Insights from aesthetics, fashion and history
Authors
Copyright
2013
Publisher
Palgrave Macmillan UK
Copyright Holder
Palgrave Macmillan, a division of Macmillan Publishers Limited
eBook ISBN
978-1-137-27635-3
DOI
10.1057/9781137276353
Hardcover ISBN
978-1-137-27634-6
Softcover ISBN
978-1-349-44663-6
Edition Number
1
Number of Pages
XII, 219
Topics