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Luxury Brand Building in China: Eight Case Studies and Eight Lessons Learned

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Advances in Chinese Brand Management

Part of the book series: Journal of Brand Management: Advanced Collections ((JBMAC))

Abstract

Today the Chinese luxury market stands at the beginning of a new era, which relies on some interrelated trends: As the Chinese government aims at increasing the country’s share of value added in the global production chain, the cultural and creative sector was elevated to a superior status in the national economy in their recent 5-year plan. This plan is thoroughly implemented, for instance, by the Shanghai Creative Industries Association, which actively sets up and supports creative industry spaces. As a result, China is shifting its economic orientation from low-end production to higher-end and creative industries — in other words, from capital-driven to innovation-driven and from ‘Made in China’ to ‘Designed in China’ (Wuwei, 2011).

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Authors
  1. Klaus Heine
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  2. Michel Gutsatz
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Editor information

Editors and Affiliations

  1. Brunel University London, UK

    John M. T. Balmer  & Weifeng Chen  & 

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Heine, K., Gutsatz, M. (2017). Luxury Brand Building in China: Eight Case Studies and Eight Lessons Learned. In: Balmer, J.M.T., Chen, W. (eds) Advances in Chinese Brand Management. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-352-00011-5_5

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