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Branding in China
China Knowledge Press, May 2005, Pages: 400
What a great way to brand and market your product in China, two approaches – analyzing the advertising markets and using the advertising rate cards in the various media to plan your branding budget.
This book gives the reader a direct and unique approach towards building their brand in an exciting market like China. Inside you will find the definitive foundation of what branding means in China, and how it is different from other Asian countries.
Marketing specialists and business people alike will find relevant information about consumer behavior and which industries are putting their money in the various advertising medium. The book will help “media buyers” examine which locations or cities that reflect heavy “advertising activities.”
It will also present recent and relevant case studies that reflect the already enormous “money-spinning” branding industry that had grossed over RMB 193 Billion in 2003. That now means we can learn the mistakes or successful strategies of companies who are presently plying their trade in China.
This book is also a compilation of useful contact-information (including addresses, telephone numbers etc) covering television and radio stations, newspaper companies, internet websites, advertising and public relations agencies. Over 3000 entries covering China's most populated and busy cities were put together in the second half of this book.
For the media consumer, the rate card will help plan the advertising budget. This is not all about how much money to spend. Rather if taken together with information about which administrative regions and medium have the largest ad spend, the reader can make a sound decision on maximizing his spending.
The shift in fortunes for China in the form of the coming Olympics in 2008, and its entry into the World Trade Organization has big consequences for companies wanting to brand their product in the world's biggest market. This book will help pave the way.
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