Abstract
Chinese manufacturing companies have been renowned across the world for low-cost production, but few have established a well-respected brand. How to build such a brand is a critical and long-standing question. This study attempts to answer it by analyzing the case of Fotile, the most well-known Chinese brand in the kitchen appliance industry. It found that while Fotile’s branding practices and marketing campaigns have helped build its brand awareness and reputation, strategic positioning of products has been an important and often ignored contributing factor. This finding has meaningful implications on the brand building process of Chinese manufacturers and on the policy-making of governments.
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Notes
- 1.
http://m.eeo.com.cn/2019/0316/350600.shtml, accessed on March 18, 2019.
- 2.
http://www.lexiangjiadian.com/dianqi/6677, accessed on February 20, 2019.
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Wang, L. (2019). Unraveling the Myth of Fotile: The Critical Role of Strategic Positioning in Brand Building. In: Liu, M., Luo, J. (eds) China Branding. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-13-9318-1_10
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DOI: https://doi.org/10.1007/978-981-13-9318-1_10
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