Abstract
This study on the Tong Ren Tang (TRT) (同仁堂) traditional Chinese medicine corporate brand marks new ground. This is because, for the first time in the corporate heritage/corporate heritage brand canon, the focus is on a Chinese corporate heritage institution.
Tong Ren Tang is a very famous Chinese heritage brand providing high quality Chinese medicine.
It is still relevant to us today.
It makes me feel proud to be Chinese.
(Tong Ren Tang Customer)
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Balmer, J.M.T., Chen, W. (2017). Corporate Heritage Brands in China. Consumer Engagement with China’s Most Celebrated Corporate Heritage Brand — Tong Ren Tang: 同仁堂. 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_3
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