Brands have become one of the most discussed phenomena in marketing in recent years. The process of brand creation, especially in fashion, is a challenging and complicated matter. Exploration of a wide range of sources on marketing and branding reveals that whilst they discuss a broad-spectrum approach to brand creation they do not cover some of the practical aspects. For example, adaptation to cultural and psychological features characteristic of the population in the target region is often neglected. A particular omission in relation to understanding the China market concerns national brand creation in a country lacking marketing experience and where many younger consumers prefer foreign-made products. With the aim of developing a process model for creating a Chinese fashion brand, this study investigated brand-building literature, evaluated and compared current brandcreation models, determined key Chinese consumer behaviour characteristics and corresponding barriers to creating a brand, interviewed and analysed some of the largest and most successful Chinese fashion brand retailers and compared their experience and practices to the findings from studies of successful Asian companies. Using the outcomes from the Chinese fashion industry survey, the new model has been based on two academically acknowledged branding models but more-closely fits the Chinese fashion market requirements for creating a successful national brand with potential to become international. Key words: brand, brand creation, China, fashion industry
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:536224 |
| Date | January 2011 |
| Creators | Choy, Koon Kau Ken |
| Publisher | Manchester Metropolitan University |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
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