{"id":2001,"date":"2013-11-06T08:11:46","date_gmt":"2013-11-06T08:11:46","guid":{"rendered":"https:\/\/charisma.local\/charisma2023\/char1smaSSL\/?post_type=consumption&p=2001"},"modified":"2025-09-27T23:45:47","modified_gmt":"2025-09-27T22:45:47","slug":"from-chinese-brand-culture-to-global-brands-insights-from-aesthetics-fashion-and-history","status":"publish","type":"consumption","link":"https:\/\/www.journalofculturaleconomy.org\/charisma\/consumption\/from-chinese-brand-culture-to-global-brands-insights-from-aesthetics-fashion-and-history","title":{"rendered":"From Chinese Brand Culture to Global Brands: Insights from Aesthetics, Fashion, and History"},"content":{"rendered":"
Wu Zhiyan, Shanghai International Business and Economics University, China
\n<\/span>Janet Borgerson, Rochester Institute of Technology, USA
\nJonathan Schroeder, Rochester Institute of Technology, USA<\/span><\/h6>\n

 <\/p>\n

\"Chinabookcover\"<\/a>

From Chinese Brand Culture to Global Brands: Insights from Aesthetics, Fashion, and History. Published by Palgrave Macmillan, 2013.<\/p><\/div>\n

In moving Chinese brands from a focus on commodities to the development of global brands clues emerge from brand culture and the way in which aesthetic values and historical culture inform, and offer possibilities to, a global reception of branded products and services. These opportunities are offered by an ever evolving brand culture, or more specifically the co-creation and circulation of brands and cultures.<\/p>\n

China’s growing economic power is an established fact, but why have Chinese brands so far been unable to translate success at home to international recognition? Including case studies such as: the 2008 Beijing Olympics opening ceremony and Shanghai Tang, a global fashion brand with aesthetic roots in Chinese historical culture, F<\/em>rom Chinese Brand Culture to Global Brands<\/i> is an in depth exploration of Chinese brand culture, from a Chinese perspective. Published in October 2013 by Palgrave Macmillan<\/p>\n

Endorsement from the back cover:<\/p>\n

\u201cBetween the desire to be uniquely differentiated from Western cultural products and competitive on the international playing field, From Chinese Brand Culture to Global Brands: Insights from Aesthetics, Fashion and History, shows how Chinese brands seek to forge ways between China\u2019s mythic past and China\u2019s modern, globalizing future. To that extent, this book sketches a cultural grammar for the future of the world.\u201d<\/em><\/p>\n

Michael B. Griffiths, Research Director\/Global Expert, Ethnography and Culture, TNS Research International, Shanghai, author of Consumers and Individuals in China: Standing Out, Fitting In<\/i><\/p>\n

More information: http:\/\/www.palgrave.com\/products\/title.aspx?pid=637762<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Announcing a new book by Wu Zhiyan, Janet Borgerson and Jonathan Schroeder, which examines branding from a Chinese perspective, asking why it is that Chinese brands have so far been unable to achieve international recognition Read More<\/a><\/p>","protected":false},"author":58,"featured_media":0,"menu_order":0,"comment_status":"closed","ping_status":"open","template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[1,15],"tags":[408,746,338,337,747,748],"class_list":["post-2001","consumption","type-consumption","status-publish","hentry","category-all","category-announcements","tag-branding","tag-china","tag-culture","tag-global","tag-globalization","tag-jonathan-schroeder"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.journalofculturaleconomy.org\/charisma\/wp-json\/wp\/v2\/consumption\/2001","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.journalofculturaleconomy.org\/charisma\/wp-json\/wp\/v2\/consumption"}],"about":[{"href":"https:\/\/www.journalofculturaleconomy.org\/charisma\/wp-json\/wp\/v2\/types\/consumption"}],"author":[{"embeddable":true,"href":"https:\/\/www.journalofculturaleconomy.org\/charisma\/wp-json\/wp\/v2\/users\/58"}],"replies":[{"embeddable":true,"href":"https:\/\/www.journalofculturaleconomy.org\/charisma\/wp-json\/wp\/v2\/comments?post=2001"}],"version-history":[{"count":1,"href":"https:\/\/www.journalofculturaleconomy.org\/charisma\/wp-json\/wp\/v2\/consumption\/2001\/revisions"}],"predecessor-version":[{"id":2964,"href":"https:\/\/www.journalofculturaleconomy.org\/charisma\/wp-json\/wp\/v2\/consumption\/2001\/revisions\/2964"}],"wp:attachment":[{"href":"https:\/\/www.journalofculturaleconomy.org\/charisma\/wp-json\/wp\/v2\/media?parent=2001"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.journalofculturaleconomy.org\/charisma\/wp-json\/wp\/v2\/categories?post=2001"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.journalofculturaleconomy.org\/charisma\/wp-json\/wp\/v2\/tags?post=2001"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}