Brand Warriors Of China: The Balancing Act of Brand Leadership in the 21st Century

Description

China is widely viewed as being one of the world's fastest growing markets. In pursuing this rapid economic expansion, Chinese companies have now begun to recognise the importance of brands, and their development. Brand capital is one of the key drivers of growth and wealth in the First World. Creating and managing brands in China has become a crucial component to success in the China market.In this book, leading brands experts Fiona Gilmore and Serge Dumont analyse the development of brands and branding in China. They provide detailed case studies of over a dozen leading Chinese brands - including Sina.com, Legend, China Mobile, CITIC, Asia Info, Yanjing Beer - and their brand strategies. The book contains unique business insights into modern China and the brand lessons for any company seeking to operate in the China market.

Fiona Gilmore is the CEO of Springpoint, a leading brands consultancy, with offices in Europe and China. She is one of the most influential speakers and thinkers in the brands industry. Serge Dumont is one of the most well-known figures in PR and branding in Asia. His involvement in China dates back to 1978 and he established the first PR agency in China.