Journal
JOURNAL OF TEACHING IN INTERNATIONAL BUSINESS
Volume 28, Issue 2, Pages 116-129Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/08975930.2017.1359770
Keywords
Chinese brands; Brand positioning; Brand extension; Dynamic capabilities; Emergent market brand management
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Chinese domestic brands have developed rapidly in recent years, and yet few of them have entered global competition as product or service brands brands with exceptions such as Huawei. In addition, the evolution of Chinese brands has hardly been understood or introduced properly by international business educators. In this article, we identify the development patterns of Chinese domestic brands by using a local hotel brand as an example. Particularly, we examine and discuss how a Chinese brand can be established with specific positioning, brand image, and product offering, as well as how the brand can grow by vertical and horizontal extensions based on balancing market opportunities and the brand's own capabilities. Moreover, we expect this research to facilitate the understanding of Chinese brands among international business education.
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