Brand New China

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Harvard University Press, Jun 30, 2009 - Business & Economics - 432 pages
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One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Wang's experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system.
 

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Contents

Local Content
36
Positioning the New Modern Girl
68
The Synergy Buzz and JV Brands
108
Storytelling and Corporate Branding
144
Bourgeois Bohemians in China?
180
Hello Moto Youth Culture and Music Marketing
211
CCTV and the Advertising Media
247
Countdown to the Olympics
288
Notes
315
References
357
Acknowledgments
393
Index
399
Copyright

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Page 23 - The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation and the way it's advertised." The best way to understand a brand is to think of it as a friend. We choose brands in exactly the same way we choose friends. Brands are friends; products are strangers. Branding is an emotional process of involvement. At its most basic level advertising...
Page 8 - PRC in the last decade of the twentieth century and the first decade of the new millennium.
Page 25 - Avis is only No. 2 in rent-a-cars, so why go with us? We try harder"; and "Come alive!

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About the author (2009)

Jing Wang is S. C. Fang Professor of Chinese Language and Culture at MIT, Chair of the International Advisory Board of Creative Commons China Mainland, and the author of High Culture Fever and The Story of Stone.

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