From Chinese Brand Culture to Global Brands ― Insights from Aesthetics, Fashion and History

An insightful exploration of the global growth of Chinese brands that presents a unique Chinese perspective on history and culture in branding.

China's growing economic power is an established fact, but why have Chinese brands so far been unable to translate success at home to international recognition? Including case studies such as: the 2008 Beijing Olympics opening ceremony, arguably the most expensive branding effort in recent memory; and Shanghai Tang, a global fashion brand with aesthetic roots in Chinese historical culture, From Chinese Brand Culture to Global Brands is an expert and insightful look at Chinese brand culture and its capacity to serve as a complement to existing models of brand globalization. Rather than explore Western branding in Chinese contexts, this book shows how some successful Chinese brands that are reaching a global audience build upon significant aspects of Chinese culture and history. From Chinese Brand Culture to Global Brands examines how Chinese brands are perceived both internationally and in China, and argues that branding strategy that draws upon a more self-consciously Chinese aesthetic would leave Chinese brand culture poised for global success.

JONATHAN SCHROEDER is the William A. Kern Professor at Rochester Institute of Technology in New York. He has held visiting appointments at Wesleyan University Center for Humanities; Gothenburg University, Sweden; University of Auckland, New Zealand; Bocconi University, 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 Consumption, Markets and Culture, and serves on multiple journal editorial boards.

JANET BORGERSON has held faculty positions at Stockholm University and the University of Exeter Business School. She is currently teaching at Saunders College of Business, Rochester Institute of Technology. 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. 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.

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 M.Sc. in International Management, and a Ph.D. 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.