China Chemical Engineering Group: Branding through|China Case Clearing House

"Today would be another bright day in the history of China Chemical Engineering Group Holding Limited (CCE Holding), a young, private Chinese engineering and chemicals company. Zhang Hua, founder and CEO of CCE Holding, got the news that CCE Art Center had signed up another artist to hold an art exhibition. Unlike other domestic engineering and chemicals enterprises, CCE was considered to develop and nurture art as part of the company.

At first, however, Hua suggested holding art exhibitions to enrich the work life of its staff and to utilize the spacious hall of CCE Science and Technology. Over the years, these exhibitions had unintentionally contributed significantly to the corporate brand of CCE.

Would art exhibitions be helpful in creating awareness about the brand “CCE”? What was actually the relationship between art and branding? Moreover, as CCE took its first step toward internationalization, would art exhibitions still be effective in developing CCE’s culture overseas? It was time for Hua to reflect on the role of art in CCE’s future development."

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