Brand New ChinaOne 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
| 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 |
| 357 | |
Acknowledgments | 393 |
| 399 | |
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Common terms and phrases
Accessed advertising agencies American appeal audience become Beijing bobo brand broadcast campaign capital CCTV cell channels Chapter China Chinese cities clients communications concept consumers cool corporate create creative critics culture developed domestic drama early emerging example foreign Future given global guanggao Haier identity important industry Internet Lenovo less living localization look major marketing means middle million mobile Ogilvy percent popular positioning practice programs question says sector seen segment Shanghai share social stations strategy studies success taste television thinking tion transnational turn United urban Wahaha Wang Western young youth Zhang
Popular passages
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!