Zodiac brand research in China: The direct path to the unconscious brand perception of Chinese consumers
Dirk Ziems and Sami Wongconcept m research + consulting
Introduction: Consumer culture in China
China is becoming increasingly important as a market. In order to establish a solid market position, it is essential to understand the peculiarities of the Chinese market and to coordinate the market offerings as well as its strategies wisely.
China is by far the most successful and largest among the emerging markets. In the context of its economic miracle, China has become the largest export nation in...