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Title: The Influence of Culture on Brands Building in the Chinese Market: A Brief Insight
Authors: Melewar, T C
Meadows, M
Zheng, W
Rickards, R
Issue Date: 2004
Publisher: Henry Stewart
Citation: The Journal of Brand Management, 11 (6): 449-461, Jul 2004
Abstract: In the eyes of many Western companies, the market in China is difficult to understand and highly unpredictable. Many search for patterns in the market to help their brand-building activities. Few, however, find the real key to success in China. This paper discusses some cultural issues that are related to branding, and gives advice on how to build a strong brand in this rapidly changing marketplace
ISSN: 1350-231X
Appears in Collections:Marketing
Brunel Business School Research Papers

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