China Branding : Cases from Zhejiang
2019 ed.
Book Details
Format
Paperback / Softback
ISBN-10
9811393206
ISBN-13
9789811393204
Edition
2019 ed.
Publisher
Springer Verlag, Singapore
Imprint
Springer Verlag, Singapore
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Sep 26th, 2020
Print length
154 Pages
Product Classification:
Sales & marketingManufacturing industries
Ksh 19,800.00
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This book provides an overview of the brand construction process of manufacturing enterprises in Zhejiang province, China.
This book provides an overview of the brand construction process of manufacturing enterprises in Zhejiang province, China. There are now a number of industry-leading enterprises that are trying to build their own brands and manufacture products of higher quality in Zhejiang. The first chapter focuses on the place branding strategy employed by the Zhejiang Provincial Government in launching the "ZhejiangMade" brand to improve the perception of products made by Zhejiang manufacturing firms and promote them in the domestic and international markets. In the following nine chapters, the editors bring together case studies from nine leading enterprises in Zhejiang, including Baoxiniao, Shuanghuan, Feida, ROBAM, Xinhai, Yinlun, Weixing, Deli and Fotile, providing an analysis of their branding process.
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