China Branding
Cases from Zhejiang
Jun Luo editor Martin J Liu editor
Format:Paperback
Publisher:Springer Verlag, Singapore
Published:26th Sep '20
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- Hardback£129.99(9789811393174)
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.
ISBN: 9789811393204
Dimensions: unknown
Weight: unknown
154 pages
1st ed. 2019