ADVERTISING & BRANDING IN CHINA.

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ADVERTISING & BRANDING IN CHINA.

17247. ADVERTISING & BRANDING IN CHINA. This paper provides an overview and analysis of the historical development and modern-day status of advertising and branding in China. The Chinese advertising environment is described in detail. The history of advertising in China from the early 20th century through the 1949 Communist takeover and the 1979 economic reforms is traced. The analysis consider the role of advertising and the 1979 economic reforms is traced. The analysis considers the role of advertising the attitudes towards advertising in Communist China prior to and after the beginning of significant market reform in 1979. The paper then examines branding in China. The paper considers the degree of brand recognition in China; Chinese attitudes towards brands; the scope and nature of brands (foreign and domestic) in contemporary China; and the obstacles to developing brands in China. A concluding section makes recommendations for the development of global Chinese-based brands, with a specific recommendation for developing the popular Chinese appliance brand Haier into a global brand. Keywords: China advertising China branding advertisements marketing global brands. Written 2003. 27 pages; 141 footnotes; 47 bibliographic sources. 6,715 words.

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