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Exploring brand management strategies in Chinese manufacturing industry

Author

Listed:
  • Fenfang Lin

    (University of Southampton)

  • Wai-Sum Siu

    (Hong Kong Baptist University)

Abstract

The purpose of this paper was to empirically explore how Chinese private manufacturers make strategic branding decisions. We develop a conceptual framework to investigate the branding decisions undertaken by Chinese manufacturers. Interview data were subjected to qualitative thematic analysis and quantitative categorical principal component analysis. Data reveal a branding schema that illustrate four types of B2B brander: achievement competencies branders, awareness competencies branders, novice competencies branders, and no-competencies branders. The schema describes the trajectory of the progressive evolution of B2B branders. This paper contributes to the long-called-for formation of a theoretical framework of B2B branding from the amorphous literature and provides a direction for manufacturers to undertake branding practice. The exploratory nature lays foundations for further research to investigate B2B branding in other contexts.

Suggested Citation

  • Fenfang Lin & Wai-Sum Siu, 2020. "Exploring brand management strategies in Chinese manufacturing industry," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 48-76, January.
    • Handle: RePEc:pal:jobman:v:27:y:2020:i:1:d:10.1057_s41262-019-00166-6
    DOI: 10.1057/s41262-019-00166-6
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