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Branding in China – An Institutional and Consumer Perspective

Author

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  • Diederich Bakker

    (Hanze University Groningen University of Applied Sciences)

Abstract

The aim of this paper is to investigate the Chinese branding landscape. First, the strongest Chinese brands are analysed. This analysis offers explanations for typical Chinese brand strategy and establishes current trends in Chinese brand management practice from a corporate perspective. The research includes an empirical study on the motivations of Chinese consumers investigating their preferences of Chinese brands over non-Chinese/Western brands. While the discipline of brand management has a relatively short tradition in Chinese boardrooms, the outcomes of Chinese consumer preferences towards their favorite brands are both revealing and unexpected. The paper will conclude with the formulation of four Chinese branding trends that are likely to shape the Chinese branding landscape in the future.

Suggested Citation

  • Diederich Bakker, 2016. "Branding in China – An Institutional and Consumer Perspective," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 70-79, September.
    • Handle: RePEc:aes:jetimm:v:1:y:2016:i:1:p:70-79
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    More about this item

    Keywords

    Branding; Consumer; China; Brand Management; Brand Strategy.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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