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Browsing by Author "He, Ping"
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Chinese Brands and Branding Strategies
He, Ping (2012-09-28)The purpose of this study is to gain an insight into Chinese brands and branding strategies, with a particular focus on the manufacturing sector. This study will explore the value of existing brand management theory as ... -
Money Down the (Brand) Drain : An exploration of the constraints of the adoption of brand strategies and the adversity facing investment in brands by Chinese suppliers
He, Ping; Catulli, Maurizio (2014-04)This paper explores the perception by Chinese marketing academics and consultants of benefits and constraints of the adoption of branding techniques. We explore the lived experience of Chinese branding experts to capture ...