Guest Editorial

Abstract

The development and management of brands in China have emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. As such, this special edition provides an interesting range of articles that speak to the above theme and marshals research and scholarship undertaken by Chinese scholars along with scholars from England, Continental Europe and the United States. The special edition includes an overview of the development and management of brands in China; a case study of a centuries-old and greatly loved Chinese Corporate heritage brands (Tong Ren Tang (TRT)); includes two studies of luxury brands in China and another examining two prominent cultural brands and a study on corporate retail brand image.