China Branding - Cases from Zhejiang (Paperback, 1st ed. 2019)

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.

General

Imprint:	Springer Verlag, Singapore
Country of origin:	Singapore
Release date:	September 2020
First published:	2019
Editors:	Martin J. Liu • Jun Luo
Dimensions:	210 x 148mm (L x W)
Format:	Paperback
Pages:	154
Edition:	1st ed. 2019
ISBN-13:	978-981-13-9320-4
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Books > Business & Economics > Industry & industrial studies > Manufacturing industries > General
LSN:	981-13-9320-6
Barcode:	9789811393204

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