• International Brand Management Of Chinese Companies (Contributions To Economics)

International Brand Management Of Chinese Companies (Contributions To Economics)

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    This book is a must read for all those interested in building successful global brands and for all those interested in China and Chinese companies - A strange combination? No. Based on extensive research and interviews with Lenovo, Haier, TCL, Hisense and key decision makers worldwide, Sandra Bell gives reasons and identifies a Chinese way of international brand management. She reveals: - Who are Chinese branded companies? Where are they coming from, where are they heading for? What are their strengths and weaknesses regarding branding, marketing and going global? - How does an appropriate brand strategy look like, when Chinese branded companies enter developed markets in the US and Western Europe? What can they learn from successful brands from Japan and Korea? - How have Lenovo, Haier, TCL and Hisense entered the US and Western European markets so far? To what extend have they followed the recommended brand approach. What did they decide differently and why? Read the book and discover yourself. This book is a must read for all those interested in building successful global brands and for all those interested in China and Chinese companies - A strange combination? No. Based on extensive research and interviews with Lenovo, Haier, TCL, Hisense and key decision makers worldwide, Sandra Bell gives reasons and identifies a Chinese way of international brand management. She reveals: - Who are Chinese branded companies? Where are they coming from, where are they heading for? What are their strengths and weaknesses regarding branding, marketing and going global? - How does an appropriate brand strategy look like, when Chinese branded companies enter developed markets in the US and Western Europe? What can they learn from successful brands from Japan and Korea? - How have Lenovo, Haier, TCL and Hisense entered the US and Western European markets so far? To what extend have they followed the recommended brand approach. What did they decide differently and why? Read the book and discover yourself.

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      Additional Information

      Author

      Sandra Bell

      Binding

      Kindle Edition

      EISBN

      9783790820300

      Format

      Kindle eBook

      Label

      Physica-Verlag HD

      Manufacturer

      Physica-Verlag HD

      NumberOfPages

      370

      ProductGroup

      eBooks

      ProductTypeName

      ABIS_EBOOKS

      PublicationDate

      2008-03-29

      Publisher

      Physica-Verlag HD

      ReleaseDate

      2008-03-29

      Studio

      Physica-Verlag HD

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