Antecedents of Brand Equity: The Chinese Path to Building Brands : A Case Study of GEELY and BYD Automotive Brands

ISBN-13: 9783639762174 / Angielski / Miękka / 2015 / 396 str.

Noha Alaa El Dine

Opis

Though still controversial, whether Chinese brands can make it to the world of brands and successful brand building. This document is shedding light on certain Chinese organizations and their journey to building brand equity. Moreover, by tracking the subject, this study will act as a cautionary document for western brands attempting to preserve their long-standing brands and preempt the actions of the powerful approaching dragon.

O autorze

Alaa El Dine, NohaNoha is graduated from Faculty of Mass Communications - Cairo University in 1995, and earned her MBA from Maastricht School of Management in 2007. She is holding a PhD in Branding from Durham University in the UK in 2013. Noha is currently the Managing Director of Solutions Consulting. She teaches IMC, Marketing, and Branding since 2006.