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 internatio...
| Main Author: | Zhiyan, Wu. |
|---|---|
| Other Authors: | Borgerson, Janet., Schroeder, Jonathan E., 1962- |
| Format: | Book |
| Language: | English |
| Institution: | Perbadanan Perpustakaan Awam Negeri Perak |
| Library: | Main Library |
| Record Id / ISBN-0: | ppap.48606 / 9781137276346 (alk. paper) |
| Online Public Access Catalog: | Perbadanan Perpustakaan Awam Negeri Perak |
| Published: |
Houndmills, Basingstoke, Hampshire, UK ; New York, NY :
Palgrave Macmillan,
2013.
|
| Subjects: | |
| Online Access: |
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Table of Contents:
- Machine generated contents note:
- 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.