From Chinese Brand Culture to Global Brands

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Co-Authors: Jonathan Schroeder and Janet Borgerson, College of Liberal Arts, and Wu Zhiyan

Co-authors Jonathan Schroeder, the William A. Kern Professor in Communications in RIT’s College 
of Liberal Arts; Janet Borgerson, 
visiting scholar in RIT’s Department 
of Philosophy; and Wu Zhiyan, assistant professor of management at Shanghai International Business and Economics University, tout their global branding 
expertise in From Chinese Brand 
Culture to Global Brands: Insights 
from Aesthetics, Fashion and History.

“Our research examines the open discourses of brands composed and co-created with consumers, but also with managerial workers and the media,” Schroeder says. 
“It blends theory-building research from the social sciences with cultural analysis tools common in the humanities, and draws the study of brand culture and branding into the social sciences and 
cultural studies.”

The authors also offer possible visions for developing global brands.

“We chose to develop case studies in the book,” Borgerson says. “For example, one chapter highlights how a successful Chinese music artist, Jay Chou, developed into a global brand. Through this case study we examine the strategic linking of consumer research and artistic and historical conventions of aural and visual representation, such as poetry, martial arts and 
music, and argue that this network 
provides a useful model of brand 
development for Chinese brand builders.”

“It is fairly unusual to draw upon 
a Chinese perspective; so, our book 
moves away from the trend to study 
the managerial aspects of Western brand building in Chinese contexts,” Schroeder explains. “We examine how Chinese 
branding efforts express significant 
aspects of their own brand culture, 
aesthetics and history. This allows 
the reader to perceive the capacity of Chinese brand culture to serve as a 
complement to existing models of brand globalization. We believe that our book provides unique insights into the relation between brands and Chinese culture and offers intriguing possibilities for thinking about global Chinese brands.”