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

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