TITLE

Shanghai surprise

AUTHOR(S)
Barham, Nick
PUB. DATE
October 2005
SOURCE
Brand Strategy;Oct2005, Issue 196, p30
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Examines product branding trends in China. Brand communication themes prevalent in the country; Foreign brands that are popular among Chinese consumers; Behavior of Chinese consumers.
ACCESSION #
18653431

 

Related Articles

  • Le jugement de typicalité dans l'évaluation de l'extension de marque. Ladwein, Richard // Recherche et Applications en Marketing (AFM c/o ESCP-EAP);1994, Vol. 9 Issue 2, p1 

    This paper explores brand extension evaluation, based on typicality judgment. This empirical study establishes that perceived typicality of the extension in the brand category is not the same as perceived typicality in the product category used in extension. The difference between these two...

  • Overcoming the Two Most Damagaing Marketing Mistakes. Graham, John // American Salesman;Nov2006, Vol. 51 Issue 11, p13 

    This article provides information on two damaging marketing mistakes. The first is assuming that customers know a company and its products and the second is not having a value concept. According to the author, what the name of a business or product stands for is critical for separating it from...

  • BRAND IMAGE. Clow, Kenneth E.; Baack, Donald // Concise Encyclopedia of Advertising;2005, p19 

    A definition of the term "brand image" is presented. It refers to the overall global attitude, feelings and views a consumer or a business holds regarding a particular brand. Holding a strong brand image allows the company to develop additional goods and services. It is noted that advertising is...

  • BRAND MESSAGE STRATEGY. Clow, Kenneth E.; Baack, Donald // Concise Encyclopedia of Advertising;2005, p20 

    The article presents an encyclopedia entry for brand message strategy. It is the primary tactic used in the creation of an advertising message. They are designed to build or enhance the brand or corporate name in some way. The four subcategories of brand strategies are brand user strategies,...

  • BRAND SPIRALING. Clow, Kenneth E.; Baack, Donald // Concise Encyclopedia of Advertising;2005, p22 

    A definition of the term "brand spiraling" is presented. It refers to the practice of using traditional media to promote and attract consumers to an online Web site. It includes using television, radio, newspapers, magazines and billboards. It is noted that the most common method of promoting a...

  • Build a BIP to understand brand's image. Randazzo, Sal // Marketing News;9/16/1991, Vol. 25 Issue 19, p18 

    The article discusses the importance of a marketing research tool called the rand Identity Profile to understand the brand image of business enterprises. Advertising expert David Ogilvy emphasizes the importance of the long view in building and maintaining a positive brand image. The importance...

  • The Ford Brand Personality in Chile. Rojas-Méndez, José; Erenchun-Podlech, Isabel; Silva-Olave, Elizabeth // Corporate Reputation Review;Fall2004, Vol. 7 Issue 3, p232 

    The main objective of this study is to empirically measure the Ford Brand Personality in Chile, using as a framework, the five-dimension Brand Personality scale developed by Aaker (1997). The study was carried out in two mid-sized cities in the central part of Chile. The confirmatory factor...

  • After product branding, should come more sales. Gitomer, Jeffrey // Inside Tucson Business;3/5/2007, Vol. 16 Issue 39, p22 

    The author reflects on issues about product branding and marketing. The author believes that the real power of marketing is to be able to convert awareness and recognition to purchase. He cites the "be's" that can make branding into a sale. He notes that brand is not just about becoming known,...

  • Defining Moments. Maurer, Terri L. // Kitchen & Bath Business;Jul2005, Vol. 52 Issue 7, p46 

    Offers suggestions on marketing a personal brand that will attract the right clients. Characteristics of an effective personal brand; Basic components of the business identity that should be used to pinpoint the personal brand; Factors that should be considered in developing a personal brand...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics