Exploring brand management strategies in Chinese manufacturing industry

Fenfang Lin*, Wai Sum SIU

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    7 Citations (Scopus)

    Abstract

    The purpose of this paper was to empirically explore how Chinese private manufacturers make strategic branding decisions. We develop a conceptual framework to investigate the branding decisions undertaken by Chinese manufacturers. Interview data were subjected to qualitative thematic analysis and quantitative categorical principal component analysis. Data reveal a branding schema that illustrate four types of B2B brander: achievement competencies branders, awareness competencies branders, novice competencies branders, and no-competencies branders. The schema describes the trajectory of the progressive evolution of B2B branders. This paper contributes to the long-called-for formation of a theoretical framework of B2B branding from the amorphous literature and provides a direction for manufacturers to undertake branding practice. The exploratory nature lays foundations for further research to investigate B2B branding in other contexts.

    Original languageEnglish
    Pages (from-to)48-76
    Number of pages29
    JournalJournal of Brand Management
    Volume27
    Issue number1
    DOIs
    Publication statusPublished - 1 Jan 2020

    Scopus Subject Areas

    • Strategy and Management
    • Marketing

    User-Defined Keywords

    • B2B branding
    • Brand management
    • Branding impediments
    • Branding strategies

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