Transformation and rebirth of Chinese brands: a case from the hotel industry

Huimin Tan, Fang Wan, Pingping Qiu

Research output: Contribution to journalArticleResearchpeer-review

Abstract

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.

Original languageEnglish
Pages (from-to)116-129
Number of pages14
JournalJournal of Teaching in International Business
Volume28
Issue number2
DOIs
Publication statusPublished - 3 Apr 2017

Keywords

  • Brand extension
  • Brand positioning
  • Chinese brands
  • Dynamic capabilities
  • Emergent market brand management

Cite this