The book Brand New China offers a unique perspective on branding culture of China. Wang shows the influences of American branding theories and models and explains the impact of new media in Chinese market. She shows where Western thinking works in China, where it does not. Most importantly, where is creates opportunities for cross-fertilization. Brand New China helps me understanding the pop culture, consumer segment and rapidly transforming Chinese society. It’s a very usefully source to start with.
Wang, Jing. Brand new China: advertising, media, and commercial culture. US: Harvard University Press. 2008
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