Abstract
Branding is vital in the world of marketing, which is more than giving names and images to certain goods and/or services. A lasting customer-brand relationship is always desired, where relevant activities that help to attract consumers and recognize the value of the brand would be appreciated. Facing the challenges of globalization and the more complex market, many Chinese brands are seeking ways for an international transformation. This chapter attempts to reveal certain patterns of branding practice in the context of globalization with an example of Baoxiniao. It illustrates the brand value and customer value treasured by the company. Moreover, the strategic brand management is discussed, which allows readers to think deeply about the importance of branding in the development of a business.
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Huang, L., Luo, J., Torres, L.D. (2019). Branding in the Context of Globalization: A Case Study of Baoxiniao. In: Liu, M., Luo, J. (eds) China Branding. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-13-9318-1_2
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DOI: https://doi.org/10.1007/978-981-13-9318-1_2
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