From Chinese brand culture to global brands : insights from aesthetics, fashion and history

Author(s)

    • Wu, Zhiyan
    • Borgerson, Janet
    • Schroeder, Jonathan E.

Bibliographic Information

From Chinese brand culture to global brands : insights from aesthetics, fashion and history

Wu Zhiyan, Janet Borgerson, Jonathan Schroeder

Palgrave Macmillan, 2013

Available at  / 5 libraries

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Note

Includes bibliographical references (p. 182-212) and index

Description and Table of Contents

Description

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.

Table of Contents

Introduction - Chinese Branding in the Global Market Place 1. Global Branding, Fashion Sytems, and Historical Culture 2. Jay Chou, Pop Star: Chinese Aesthetics and Contemporary Trends 3. The 2008 Beijing Olympics Opening Ceremony: Branding China for the World 4. Shanghai Tang: A Chinese Luxury Brand with Global Ambitions 5. From Chinese Brand Culture to Global Brands

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Details

  • NCID
    BB13794236
  • ISBN
    • 9781137276346
  • Country Code
    uk
  • Title Language Code
    eng
  • Text Language Code
    eng
  • Place of Publication
    Basingstoke
  • Pages/Volumes
    xii, 219 p.
  • Size
    23 cm
  • Classification
  • Subject Headings
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