Titlebook: China Branding; Cases from Zhejiang Martin J. Liu,Jun Luo Book 2019 The Editor(s) (if applicable) and The Author(s), under exclusive licens

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Branding in the Context of Globalization: A Case Study of Baoxiniao,and customer value treasured by the company. Moreover, the strategic brand management is discussed, which allows readers to think deeply about the importance of branding in the development of a business.

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Customer Orientation and Brand Performance: A Study of ROBAM,recisely a customer orientation is and how customer orientation could be successfully applied into brand performance. The following chapters will illustrate ROBAM’s customer-oriented success from the following perspectives: technology innovation, institutional innovation, and enhancement of cultural confidence.

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,Place Umbrella Branding and the Provision of Quality: A Case Study of the “ZhejiangMade” Brand,ic and international markets. The Zhejing provincial government in China has applied a place umbrella branding strategy and created the “ZhejiangMade” brand to develop or maintain the competitive advantage of Chinese manufacturing firms. The core value of the “ZhejiangMade” brand is to provide produ

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Branding in the Context of Globalization: A Case Study of Baoxiniao,ationship is always desired, where relevant activities that help to attract consumers and recognize the value of the brand would be appreciated. Facing the challenges of globalization and the more complex market, many Chinese brands are seeking ways for an international transformation. This chapter

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