Abstract
As the globalization of trade is growing, reliance on quality of products is increasing as a solution for manufacturing firms to compete in the domestic and international markets. The Zhejing provincial government in China has applied a place umbrella branding strategy and created the “ZhejiangMade” brand to develop or maintain the competitive advantage of Chinese manufacturing firms. The core value of the “ZhejiangMade” brand is to provide products with outstanding quality. Local manufacturing firms and their products can share the logo of the “ZhejiangMade” brand once they are certified. This chapter attempts to explore how the local government in China develops a place umbrella branding strategy and investigate the measures it has taken to keep the cohesiveness of the brand partners and extend the unifying brand value across local offers.
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Yu, S., Liu, M.J., Ye, D. (2019). Place Umbrella Branding and the Provision of Quality: A Case Study of the “ZhejiangMade” Brand. In: Liu, M., Luo, J. (eds) China Branding. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-13-9318-1_1
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DOI: https://doi.org/10.1007/978-981-13-9318-1_1
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