A number of discussions have taken place in the recent decade on how to build a successful brand in an increasingly globalised market, including in the emerging markets. China as an attractive emerging market has gained a lot of researchers to conduct research from the macro- or micro-view to discuss the branding issues. Among these discussions, however, there are big gaps for the branding issue in terms of the corporate image transferring to product brand performance, and the influence of corporate brands vis-á-vis product brands on consumer behaviours. Meanwhile, joint ventures as the most popular form for foreign investment in China, has not received sufficient research toward branding issues, presenting another valuable literature gap to fulfil.