China Chemical Engineering Group: Branding Through Art

It was another bright day for China Chemical Engineering Group Holding Limited (CCE Holding), a young, private Chinese engineering and chemical company. Zhang Hua, founder and CEO of CCE Holding, received word that CCE Art Center had signed up another artist to hold an art exhibition. Unlike other domestic engineering and chemical enterprises, CCE was committed to developing and nurturing art as part of the company’s mission. At first, Hua had suggested sponsoring art exhibitions to enrich the work life of staff and to utilize the spacious hall of CCE Science and Technology. Over time, these exhibitions had contributed significantly to the corporate brand of CCE, an unexpected benefit. How might art exhibitions further enhance and build awareness about the brand "CCE"? What was the relationship between art and branding? Moreover, as CCE took its first step toward internationalization, would art exhibitions be effective in developing CCE’s culture overseas? It was time for Hua to reflect on the role of art in the future development of CCE.