China Chemical Engineering Group: Branding Through Art

Waldemar A. Pförtsch. (Participant Author), Shaohua Lu (Participant Author)

科研成果: 其它稿件案例

摘要

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.
源语言英语
页数24
已出版 - 1 1月 2010

案例编号

MKT-14-062

案例规范编号

MKT-14-062-CE

案例类型

Field

更新日期

2016-06-18

来源

China Europe International Business School

关键词

  • Art
  • Brand
  • China Chemical Engineering
  • Corporate culture
  • Internationalization

案例学科表

  • 市场营销

案例行业表

  • 制造

指纹

探究 'China Chemical Engineering Group: Branding Through Art' 的科研主题。它们共同构成独一无二的指纹。

引用此