China’s Brands, China’s Brand development strategies and Corporate Brand Communications in China

Abstract

The main contributions of the article include (a) the identification of different modes of brand development with five dimensions being identified: home-grown, corporate heritage, acquisition, association, joint-venture, alliance) and (b) the introduction of a distinct Chinese corporate brand total communications framework (this comprises primary, secondary, tertiary, family, gaunxi, and party [communist party] communications). This article identifies seven reasons why there has been a growth of interest in brands in China and also provides an overview of the main themes contained in the literature on China’s brands and brand management in China. Taking an historical perspective, it examines the use and significance of brands in China; identifies similarities with the importance accorded to China and the situation which existed in Great Britain during the industrial revolution. It notes the factors which have led to the exponential growth of interest in brands in China.