China Branding: Cases from Zhejiang

Liu, Martin J.; Luo, Jun

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2019-09-26

Format: Hardcover

ISBN-13: 9789811393174

DOI: 10.1007/978-981-13-9318-1

Dimensions: 210.0cm x148.0cm

Pages: 154.0