Zodiac brand research in China: The direct path to the unconscious brand perception of Chinese consumers

This paper shows how the Chinese Zodiac can provide a model for gaining a deeper psychological understanding of the true emotional meaning of brands among Chinese consumers.

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...

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