FROM CHINESE BRAND CULTURE TO GLOBAL BRANDS From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China’s greatest brands are poised for global dominance ZHIYAN WU is Assistant Professor in the School of Management, Shanghai Institute of Foreign Trade. JANET BORGERSON is Visiting Scholar in the College of Liberal Arts, Rochester Institute of Technology, New York. JONATHAN SCHROEDER is the William A. Kern Professor at Rochester Institute of Technology, New York. Case studies include: Jay Chou, a successful Chinese music artist The 2008 Beijing Olympics opening ceremony Shanghai Tang, a global fashion brand with aesthetic roots in Chinese historical culture SAVE 20% Enter WORLDPALGRAVE20 when pre-ordering your copy at www.palgrave.com 9781137276346 I October 2013 I £29.99 I $40.00