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 language | English |
|---|---|
| Title of host publication | ANZMAC 2011 |
| Subtitle of host publication | conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde? |
| Place of Publication | Perth |
| Publisher | ANZMAC2011 Conference |
| Pages | 13-18 |
| Number of pages | 6 |
| ISBN (Print) | 9780646563305 |
| Publication status | Published - 2011 |
| Event | Australian and New Zealand Marketing Academy Conference (2011) - Perth Duration: 28 Nov 2011 → 30 Nov 2011 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2011) |
|---|---|
| City | Perth |
| Period | 28/11/11 → 30/11/11 |