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From Chinese Brand Culture to Global Brands

Insights from aesthetics, fashion and history

Paperback Engels 2013 9781349446636
Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.

Specificaties

ISBN13:9781349446636
Taal:Engels
Bindwijze:paperback
Uitgever:Palgrave Macmillan UK

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Inhoudsopgave

Introduction - Chinese Branding in the Global Market Place 1. Global Branding, Fashion Sytems, and Historical Culture 2. Jay Chou, Pop Star: Chinese Aesthetics and Contemporary Trends 3. The 2008 Beijing Olympics Opening Ceremony: Branding China for the World 4. Shanghai Tang: A Chinese Luxury Brand with Global Ambitions 5. From Chinese Brand Culture to Global Brands

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        From Chinese Brand Culture to Global Brands