From Chinese Brand Culture to Global Brands

Insights from aesthetics, fashion, and history

  • Wu Zhiyan
  • Janet Borgerson
  • Jonathan Schroeder
Book

Table of contents

  1. Front Matter
    Pages i-xii
    PDF
  2. Introduction
    Wu Zhiyan, Janet Borgerson, Jonathan Schroeder
    Pages 1-17
  3. Global Branding, Fashion Systems, and Historical Culture
    Wu Zhiyan, Janet Borgerson, Jonathan Schroeder
    Pages 18-56
  4. Jay Chou, Pop Star: Chinese Aesthetics and Contemporary Trends
    Wu Zhiyan, Janet Borgerson, Jonathan Schroeder
    Pages 57-77
  5. The 2008 Beijing Olympics Opening Ceremony: Branding China for the World
    Wu Zhiyan, Janet Borgerson, Jonathan Schroeder
    Pages 78-109
  6. Shanghai Tang: A Chinese Luxury Brand with Global Ambitions
    Wu Zhiyan, Janet Borgerson, Jonathan Schroeder
    Pages 110-150
  7. From Chinese Brand Culture to Global Brands
    Wu Zhiyan, Janet Borgerson, Jonathan Schroeder
    Pages 151-166
  8. Back Matter
    Pages 167-219
    PDF

About this book

Introduction

From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.

Keywords

aesthetics brand branding China Global Brands Trends

Authors and affiliations

  • Wu Zhiyan
    • 1
  • Janet Borgerson
    • 2
  • Jonathan Schroeder
    • 3
  1. 1.School of ManagementShanghai Institute of Foreign TradeChina
  2. 2.Department of PhilosophyRochester Institute of TechnologyUSA
  3. 3.Rochester Institute of TechnologyNew YorkUSA

Bibliographic information