Use this URL to cite or link to this record in EThOS:
Title: Fashion brand creation in China
Author: Choy, Koon Kau Ken
ISNI:       0000 0004 2704 5575
Awarding Body: The Manchester Metropolitan University
Current Institution: Manchester Metropolitan University
Date of Award: 2011
Availability of Full Text:
Access from EThOS:
Brands have become one of the most discussed phenomena in marketing in recent years. The process of brand creation, especially in fashion, is a challenging and complicated matter. Exploration of a wide range of sources on marketing and branding reveals that whilst they discuss a broad-spectrum approach to brand creation they do not cover some of the practical aspects. For example, adaptation to cultural and psychological features characteristic of the population in the target region is often neglected. A particular omission in relation to understanding the China market concerns national brand creation in a country lacking marketing experience and where many younger consumers prefer foreign-made products. With the aim of developing a process model for creating a Chinese fashion brand, this study investigated brand-building literature, evaluated and compared current brandcreation models, determined key Chinese consumer behaviour characteristics and corresponding barriers to creating a brand, interviewed and analysed some of the largest and most successful Chinese fashion brand retailers and compared their experience and practices to the findings from studies of successful Asian companies. Using the outcomes from the Chinese fashion industry survey, the new model has been based on two academically acknowledged branding models but more-closely fits the Chinese fashion market requirements for creating a successful national brand with potential to become international. Key words: brand, brand creation, China, fashion industry
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available