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Nongfu Spring: Down to the Soul of a Brand

In: Yes Logo

Author

Listed:
  • Jiazhuo George Wang

    (College of Staten Island, City University of New York)

  • Shuo Qin

    (Business Civilization Research Center of China)

  • Allison Wang

    (Guest Writer and Copyeditor)

Abstract

Established in 1996, Nongfu Spring is a Chinese bottled water and beverage company, headquartered in Hangzhou, China. It developed and launched a range of beverages with remarkable branding and marketing activities. Through growth and acquisition, it has become China’s largest bottled water producer and a top three provider in the bottled tea and juice market.

Suggested Citation

  • Jiazhuo George Wang & Shuo Qin & Allison Wang, 2023. "Nongfu Spring: Down to the Soul of a Brand," Springer Books, in: Yes Logo, chapter 0, pages 29-44, Springer.
    • Handle: RePEc:spr:sprchp:978-981-99-6608-0_2
    DOI: 10.1007/978-981-99-6608-0_2
    as

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