China Branding Cases from Zhejiang /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Liu, Martin J. (Editor, http://id.loc.gov/vocabulary/relators/edt), Luo, Jun (Editor, http://id.loc.gov/vocabulary/relators/edt)
• Format: Electronic eBook
• Language: English
• Published: Singapore : Springer Singapore : Imprint: Palgrave Macmillan, 2019.
• Edition: 1st ed. 2019.
• Subjects: Asia-Economic conditions.; Branding (Marketing).; Motivation research (Marketing).; Asian Economics.; Branding.; Consumer Behavior.

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 focuse...

Table of Contents:

• Case 1 Place Umbrella Branding and the Provision of Quality: A Case Study of the "ZhejiangMade" Brand
• Case 2 Branding in the Context of Globalization: A Case Study of Baoxiniao
• Case 3 From No Body to Some Body: A Resource Based View Approach for the Branding of a manufacturer
• Case 4 Innovation in Environmental Technologies in China: The Case of Feida's Power Plant Pollution Control Equipment
• Case 5 Customer Orientation and Brand Performance: A Study of ROBAM
• Case 6 Standing Out in the Crowd in the B2B Market: A Success Story from Xinhai Technology Group
• Case 7 Crafting A Successful Business Strategy: A Case of Zhejiang Yinlun Machinery Co. Ltd.
• Case 8 Weixing: A Plastic Pipe Industry Leader Who Succeeded with Manufacturing Upgrading and Long-term R&D Investment
• Case 9 Deli Group: A Five Force Behavioral Culture
• Case 10 Unravelling the Myth of Fotile: The Critical Role of Strategic Positioning in Brand Building.