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|Title:||The Influence of Culture on Brands Building in the Chinese Market: A Brief Insight|
|Authors:||Melewar, T C|
|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|
|Appears in Collections:||Marketing|
Brunel Business School Research Papers
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