A landmark anthology Advances in Chinese Brand Management (2017), edited by Professor John M.T. Balmer and Dr. Weifeng Chen of the Marketing and Corporate Brand Research Group has recently been published by
A timely and singular addition to the canon, owing to the recent upsurge in interest in Chinese brands in the wake of China’s rise as a major economic and branding power, this cornerstone compendium – focussing on the development and management of brands in China- will be of interest to scholars and managers alike. Drawing on articles published in the leading brand management journal, the Journal of Brand Management, the editors have selected a fascinating range of up-to-date articles on branding in China (including Taiwan and Hong Kong).
The compendium includes research and scholarship undertaken by Chinese, British, European and American scholars. The anthology includes contributions by the editors vis-à-vis the development and management of brands in China along with a case study – based on their field research – of the centuries-old (established in 1669), and much-loved corporate heritage brand, Tong Ren Tang (celebrated as the country’s premier traditional Chinese Medicine brand).
Advances in Chinese Brand Management. covers a wide spectrum of topics including empirical studies on luxury brands, prominent cultural brands, counterfeiting, foreign brands in China, and brand-name and logo selection in China.
Professor John M.T. Balmer is Professor of Corporate Marketing at 明星八卦 Business School and is often credited with formally introducing the corporate brand notion. He held the first chair in corporate brand management at Bradford University Business School and is the Chairman of Board of Senior Consultant Editors of the Journal of Brand Management.
is a lecturer within the business school and is known for his research and scholarship in International Business/Innovation and for his publications on branding in China.