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Appendix: Interview and Insight

In: Cross-Cultural Communication of Chinese Brands

Author

Listed:
  • Jingyun Zhang

    (Beijing Technology and Business University)

Abstract

National brands are relative to foreign brands. In theory, they can be equated to the self-owned brands of the Chinese enterprise, so they can also be called Chinese brands. This chapter selects two articles published by the author in China Top Brands: one of them is a Interview: “Jingyun Zhang: Integrate in Globalization Properly Makinge National Brands Known to the World” and the other is an insight, which original title is “The Communication of Chinese Brand Globalization Should be Both Inside and Outside Parallel”. Here retitle it as: “Insight: Several Suggestions on Cross-Cultural Communication Strategies for Chinese Brands”. These two articles extract the main stages of national brand development, and put forward suggestions on national brand construction and internationalization. It also pays attention to the development strategy of Chinese Time-Honored Brands. This chapter can also be regarded as a brief distillation of the author’s views on the book.

Suggested Citation

  • Jingyun Zhang, 2024. "Appendix: Interview and Insight," Springer Books, in: Cross-Cultural Communication of Chinese Brands, chapter 0, pages 339-356, Springer.
    • Handle: RePEc:spr:sprchp:978-981-97-1371-4_11
    DOI: 10.1007/978-981-97-1371-4_11
    as

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