Huang Yuan1, Guan Bowen2
1International Business School, Heilongjaing International University, Harbin, China
2Institute of Atomic & Molecular Physics, Jilin University, Changchun, China
Globalisation is a hot topic that is gradually developing. It makes the world a real global village, to this extend, a boundary less world where goods and services are produced and marketed worldwide. As well as it also brings numerous brands into China’s market. Due to strong culture differences between western and eastern countries, lots of decent foreign brands including Autoglym cannot find a proper way to broaden China’s market well. This article illustrates a brand road map for Autoglym which is divided into different stages of future marketing development in China. Also, the author proposes several suggestions for Autoglym about how to strengthen brand equity and develop brand power in China’s market.
Brand Road Map, Brand Management, China's Market
Huang Yuan, Guan Bowen. A Brand Road Map for Autoglym in China’s Market. The Frontiers of Society, Science and Technology (2021) Vol. 3, Issue 8: 75-80. https://doi.org/10.25236/FSST.2021.030813.
 Bartikowski, B. and Cleveland, M. ‘“Seeing is being”: Consumer culture and the positioning of premium cars in China’, Journal of Business Research, [J] 2017, 77, pp. 195–202.
 Jizhe, N. Transport, Postal and Telecommunication Services, and Software Industry. In China Statistical Yearbook 2016. Beijing: China Statistics Press. Retrieved from National Bureau of Statistics of China.
 Ou, S. et al. A Study of China’s Explosive Growth in the Plug-in Electric Vehicle Market. [J] 2017
 ofweek. Annual analysis and forecast of China's new energy vehicle market in 2017 (in Chinese).
Retrieved from http://nev.ofweek.com/2017-12/ART-71011-8420-30184912.html
 Government, C. New Energy Vehicles Exempt from Vehicle Purchase Tax. Retrieved from Central People'sGovernment of the People's Republic of China: http://www.gov.cn/xinwen/2017-12/28/content_5251086.htm. 2017, 12,28.
 Neumeier, M. In The brand gap: how to bridge the distance between business strategy and design: a whiteboard overview. New Riders. [J] 2005
 Volles, B.K. and Hoeltgebaum, M. ‘The COO effect in the international brand positioning strategy’, Future Studies Research Journal, [J] 2016, 8(3), pp. 200 – 226.
 Wang, H.-J. ‘A new approach to network analysis for brand positioning’, The Market Research Society, [J] 2015, 57(5), pp. 727–742.
 Svichkar, V. ‘Price aspects of brand positioning in the marketing activities of transnational corporations’, Global Management Journal, [J] 2016, 8, pp. 101–107.
 Kapferer, J. The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, [J] 2008
 Sarhan, M. An investigation of Brand Equity Measurement Practices. Cranfield University. [J] 2015
 Romero, J. ‘Relating brand equity and customer equity’, International Journal of Market Research, [J] 2015,57(4), pp. 631–651.
 Aaker, D. ‘Managing Brand Equity’, Journal of Marketing, [J] 1991,56(2), p. 125.
 Dyson, P. et al. Understanding, measuring, and using brand equity Journal of Advertising Research. [J]1996
 Keller, K.L. Strategic Brand Management: building, measuring, and managing brand equity. [J]2013
 Stahl, F. et al. ‘The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin’, Journal of Marketing, [J] 2012,76(4), pp. 44–63.
 Chang, Y.P. and Xiao, X. ‘The impact of brand acquisition on the focal brand equity: Based on consumers’ viewpoint’, 2010 International Conference on Management Science and Engineering, ICMSE [J] 2010, pp. 45–50.
 Park, J.A. and J. ‘Product-to-Service Extension: The Impact of Brand Equity on Upscaled Service’, Human Factors and Ergonomics in Manufacturing & Service Industries, [J] 2006, 26(6), pp. 728–739.
 Stobart, P. In Brand Power. Basingstoke: Macmillan. [J]1994
 Kahn, B. E. In Global Brand Power Leveraging Branding for Long-Term Growth.New York: Wharton Digital Press [J]2013
 Hart, S. In Brands: the new wealth creators. Basingstoke: Macmillan. [J]1998
 Lakshmi, S. and Dr. Muthumani, S. ‘Building Brand Power’, IOP Conference Series: Materials Science and Engineering, [J] 2017, 197, p. 12071.
 Bei, L.-T. and Cheng, T.-C. ‘Brand power index – using principal component analysis’, Applied
Economics, [J] 2013, 45(20), pp. 2954–2960
 Dhurup, M. et al. ‘The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry’, Acta Commercii, [J] 2014, 14(1), pp. 1–9.
 Collins, J.C. and Porras, J.I. ‘Building Your Company’s Vision’, Harvard Business Review, [J] 1996,74(5), pp. 65–77.
 De Chernatony, L. ‘From Brand Vision to Brand Evaluation Auditing the Brandsphere’, in From Brand Vision to Brand Evaluation. [J] 2010, pp. 213–255.
 News, B. China overtakes Japan as world's second-biggest economy. Retrieve from 2011
 Shi, H. Translation Strategies from Target Culture Perspective: An Analysis of English and Chinese Brands Names. International Journal of English Language and Translation Studies, [J] 2017,15-22.
 Dong, L.C. and Helms, M.M. ‘Brand name translation model: A case analysis of US brands in China’, The Journal of Brand Management, [J] 2001, 9(2), pp. 99–115.
 Liang, B. et al. ‘Concrete thinking or ideographic language: which is the reason for Chinese people’s higher imagery-generation abilities?’, International Journal of Consumer Studies, [J] 2010,34(1), pp. 52–60.
 Kapferer, J.-N. Strategic Brand Management. [J]1997
 McCracken, G. ‘Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process’, Journal of Consumer Research, [J] 1989, 16(3), p. 310.
 Davidson, J. H. Offensive Marketing. London: Gower Press. [J]1987