How to turn brand value into sales volume in the beer market in China

a case of Tsingtao beer

Yimin Huang, Hongxia Zhang

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

People choose brands in the same way as they choose friends. This could be particularly true in the beer market when beer is seen as a mate to beer drinkers that shares their good and bad times. This paper aims to emphasize the importance of appropriate and accurate branding in the competitive Chinese beer market. The analysis of branding strategies and marketing communications efforts by a leading beer brand in China, namely, Tsingtao beer, reveals that given the idiosyncratic beer market environment in China, brewing companies should focus more on building the credibility of product brands rather than corporate brands.
Original languageEnglish
Title of host publicationANZMAC 2011
Subtitle of host publicationconference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?
Place of PublicationPerth
PublisherANZMAC2011 Conference
Pages13-18
Number of pages6
ISBN (Print)9780646563305
Publication statusPublished - 2011
EventAustralian and New Zealand Marketing Academy Conference (2011) - Perth
Duration: 28 Nov 201130 Nov 2011

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2011)
CityPerth
Period28/11/1130/11/11

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  • Cite this

    Huang, Y., & Zhang, H. (2011). How to turn brand value into sales volume in the beer market in China: a case of Tsingtao beer. In ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde? (pp. 13-18). Perth: ANZMAC2011 Conference.