Wu Zhiyan, Shanghai International Business and Economics University, China
Janet Borgerson, Rochester Institute of Technology, USA
Jonathan Schroeder, Rochester Institute of Technology, USA

From Chinese Brand Culture to Global Brands: Insights from Aesthetics, Fashion, and History. Published by Palgrave Macmillan, 2013.

In moving Chinese brands from a focus on commodities to the development of global brands clues emerge from brand culture and the way in which aesthetic values and historical culture inform, and offer possibilities to, a global reception of branded products and services. These opportunities are offered by an ever evolving brand culture, or more specifically the co-creation and circulation of brands and cultures.

China’s growing economic power is an established fact, but why have Chinese brands so far been unable to translate success at home to international recognition? Including case studies such as: the 2008 Beijing Olympics opening ceremony and Shanghai Tang, a global fashion brand with aesthetic roots in Chinese historical culture, From Chinese Brand Culture to Global Brands is an in depth exploration of Chinese brand culture, from a Chinese perspective. Published in October 2013 by Palgrave Macmillan

Endorsement from the back cover:

“Between the desire to be uniquely differentiated from Western cultural products and competitive on the international playing field, From Chinese Brand Culture to Global Brands: Insights from Aesthetics, Fashion and History, shows how Chinese brands seek to forge ways between China’s mythic past and China’s modern, globalizing future. To that extent, this book sketches a cultural grammar for the future of the world.”

Michael B. Griffiths, Research Director/Global Expert, Ethnography and Culture, TNS Research International, Shanghai, author of Consumers and Individuals in China: Standing Out, Fitting In

More information: http://www.palgrave.com/products/title.aspx?pid=637762