From Chinese Brand Culture to Global Brands: Insights from aesthetics, fashion and history [Hardcover]

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.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 BrandsZhiyan Wu is a native of China, has worked in the Chinese garment manufacturing sector and was a marketing supervisor at CUIPPC, an intellectual property firm in Beijing. She has a B.A. in English from Beijing Foreign Studies University, an MSc in International Management and a PhD in Management from the University of Exeter, where she was awarded a Jonathan Young scholarship and an Award for Excellence. She is currently teaching at the School of Business, Shanghai Institute of Foreign Trade, China.

Janey Borgerson has held faculty positions at Stockholm University, Sweden and the University of Exeter Business School, UK. She is currently teaching at Saunders College of Business, Rochester Institute of Technology, New York. She has served as Malmsten Visiting Professor in the Center for Consumer Science at Gothenburg University, Sweden, research Fellow at the University of Auckland, New Zealand and Visiting Fellow at the Royal Institute of Technology in Stockholm. She received her B.A. in Philosophy from the University of Michigan, Ann Arbor and M.A. and Ph.D. in Philosophy from the University of Wisconsin, Madison. Her publications include articles in Advances in Consumer Research, Business Ethics, Consumption, Markets and Culture, Culture and Organization, European Journal of Marketing