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The influence of culture on brand building in the Chinese market: A brief insight

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Abstract

In the eyes of many Western companies, the market in China is difficult to understand and highly unpredictable. Many search for patterns in the market to help their brand-building activities. Few, however, find the real key to success in China. This paper discusses some cultural issues that are related to branding, and gives advice on how to build a strong brand in this rapidly changing marketplace.

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Authors and Affiliations

  1. Warwick Business School, University of Warwick, Coventry, CV4 7AL, UK

    T C Melewar

Authors
  1. T C Melewar
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  2. Maureen Meadows
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  3. Wenqiang Zheng
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  4. Richard Rickards
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Corresponding author

Correspondence to T C Melewar.

Additional information

4holds MSc degrees in Management Science and Operational Research from Warwick Business School and a BA (Hons) in Business and Management from Oxford Brookes University. He now works as a consultant with QinetiQ Ltd.

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Melewar, T., Meadows, M., Zheng, W. et al. The influence of culture on brand building in the Chinese market: A brief insight. J Brand Manag 11, 449–461 (2004). https://doi.org/10.1057/palgrave.bm.2540190

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  • DOI: https://doi.org/10.1057/palgrave.bm.2540190

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