From Chinese brand culture to global brands : insights from aesthetics, fashion and history
著者
書誌事項
From Chinese brand culture to global brands : insights from aesthetics, fashion and history
Palgrave Macmillan, 2013
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注記
Includes bibliographical references (p. 182-212) and index
内容説明・目次
内容説明
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.
目次
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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