Antecedents of Brand Equity: The Chinese Path to Building Brands. A Case Study of GEELY and BYD Automotive Brands

      Аннотация: Though still controversial, whether Chinese brands can make it to the world of brands and successful brand building. This document is shedding light on certain Chinese organizations and their journey to building brand equity. Moreover, by tracking the subject, this study will act as a cautionary document for western brands attempting to preserve their long-standing brands and preempt the actions of the powerful approaching dragon.

Ключевые слова: Brand Equity, country of origin, Marketing Mix, Chinese Brands, automotive industry