Publisher's Synopsis
Thirteen Principles of Associative Categories is a study of the relationship between brands and consumers. Through the lens of Chinese consumers, we dive into the dynamics governing how consumers understand brands and how purchase decisions are made across each brand's lifecycle spanning formation, growth, and eventual decline.represents a distillation of the authors' over 75 years of combined experience consulting with Chinese businesses and researching the Chinese economy. The nearly 100 businesses and brands studied in this book let readers meet the firms behind China's 30-year of meteoric economic growth.
