China branding: Cases from zhejiang

Research output: Book/ReportBookpeer-review


This book provides an overview of the brand construction process of manufacturing enterprises in Zhejiang province, China. There are now a number of industry-leading enterprises that are trying to build their own brands and manufacture products of higher quality in Zhejiang. The first chapter focuses on the place branding strategy employed by the Zhejiang Provincial Government in launching the “ZhejiangMade” brand to improve the perception of products made by Zhejiang manufacturing firms and promote them in the domestic and international markets. In the following nine chapters, the editors bring together case studies from nine leading enterprises in Zhejiang, including Baoxiniao, Shuanghuan, Feida, ROBAM, Xinhai, Yinlun, Weixing, Deli and Fotile, providing an analysis of their branding process.

Original languageEnglish
PublisherPalgrave Macmillan
Number of pages154
ISBN (Electronic)9789811393181
ISBN (Print)9789811393174
Publication statusPublished - 1 Jan 2019

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (all)
  • General Business,Management and Accounting


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