Brand Warriors Of China

Imprint: Profile Books
Pages: 256
Subject: Strategy, Marketing & Innovation, Business & Management

Brand Warriors Of China

The Balancing Act of Brand Leadership in the 21st Century

Serge Dumont

Paperback(Out of stock)
9781861976994 (15 May 2003)
£14.99

About the book

A unique examination of Chinese brands and branding at a time when China is rapidly expanding and gaining in economic importance. China is widely viewed as being one of the world's fastest growing markets. In pursuing this rapid economic expansion, Chinese companies have now begun to recognise the importance of brands, and their development. Brand capital is one of the key drivers of growth and wealth in the First World. Creating and managing brands in China has become a crucial component to success in the China market. In this book, leading brands experts Fiona Gilmore and Serge Dumont analyse the development of brands and branding in China. They provide detailed case studies of over a dozen leading Chinese brands - including Sina.com, Legend, China Mobile, CITIC, Asia Info, Yanjing Beer - and their brand strategies. The book contains unique business insights into modern China and the brand lessons for any company seeking to operate in the China market.

About the author

Serge Dumont is one of the most well-known figures in PR and branding in Asia. His involvement in China dates back to 1978 and he established the first PR agency in China.

Additional Information

Imprint: Profile Books
Pages: 256
Subject: Strategy, Marketing & Innovation, Business & Management