From Chinese Brand Culture to Global Brands

Abstract

Chinese-styled branding, conceived as a process that generates cultural meaning and value, can be productively considered in a conceptual space located between managerial strategy and consumer interpretation, with implications for brand management and research. Creating a frame for this space directs attention to a perceived gap between managerial intention and market response. We suggest that the potential of Chinese branding can be elaborated through the notions of co-creation and circulation between brands and cultures.