Discursive strategies in the branding of Fortune Global 500 Chinese manufacturing companies

Company profiles are increasingly used to construct the corporate brand of Fortune Global 500 Chinese Manufacturing Companies (FG500CMCs). However, the communication of the corporate brand through the company profile is not sufficiently explored. This article explored the discursive strategies that were exploited to construct the desired brand identities of the FG500CMCs. Through the approach of critical genre analysis, it is found that the branding of the FG500CMCs is realized by the strategic organization of rhetorical moves, the purposeful employment of rhetorical devices, and tactical wording. All the obligatory moves identified primarily highlight a set of attributes indicating the strengths, competitiveness, and superiority of the FG500CMCs. This projects the distinctiveness of the brand identities of the companies. The strengths, competitiveness, and superiority are constructed by deploying graduation resources, appropriating numerical resources, adopting high-end and high-tech-related terms, and exploiting endorsement, authentication, and altruism. Besides analyzing the lexico-grammatical features and discursive techniques, this article also investigates how the FG500CMCs' particular attributes and strengths are covertly conveyed through the strategic organization and distribution of the moves. This provides a more comprehensive explication and thus gives new insights into the body of knowledge on the discursive construction of corporate branding. With grounded elaboration on the tactful use of language and covert arrangement of the moves, this article also sheds light on the content design of the ‘company profile’ for shaping stakeholders’ and the public’s perception of the corporate brand.

Dongmei Li, Ung T'chiang Chow