Chinese Brands Going Global

While many companies outside of China contemplate the riches to be made, they must be aware of the increasing competition originating from that country into global markets.

This is the caption phrase of a recently released Interbrand white paper on The Strategy for Chinese Brands.

This paper, the first in a series of two, examines this “Chinese Brand Strategy,” current perception issues, lessons from the best global brands, and the impact of leading Chinese brands. A second paper will examine Chinese what brands must do to be globally successful and how entrenched players must respond to the increasing competition.

Many Chinese brands, says the study, are quickly embracing practices common for the best global brands:


Well-performing brands enjoy strong awareness among consumers and opinion leaders. These brands lead their industry or industries. This type of recognition represents the nexus of perception and reality, enabling brands to rapidly establish credibility in new markets.


These brands achieve a high degree of consistency in visual, verbal, sonic and tactile identity across geographies. They deliver a consistent customer experience worldwide, often supported by an integrated global marketing effort.


A brand is not a brand unless it competes along emotional dimensions. It must symbolize a promis that people believe can be delivered and one they desire to be part of. Through emotion, brands can achieve the loyalty of consumers by tapping into human values and aspirations that cut across cultural differences.


Great brands represent great ideas. These brands express a unique position to all internal and external audiences. They effectively use all elements in the communications mix to position within and across international markets.


Global brands must respect local needs, wants and tastes. These brands adapt to the local marketplace while fulfilling a global mission.


The organization’s senior leadership must champion the brand, ideally with the CEO leading the initiative. A leader’s continual articulation of the brand philosophy and the brand’s view of the world is meant to give the business strategy a recognizable face. The commitment is crucial, allowing for a unique positioning that transcends local idiosyncrasies and appeals to a universal aspect of human nature and experience.

Get the full report from Bnet

Branding Trends

In all aspects of business, and branding makes no exception, are influenced nowadays by the trend of customization and personalization. Both are now hard to avoid and they are shaking hands with the new technologies.

The basic concept of branding will definetly remain unchanged — to create an emotional attachment between the consumer and a product — but the near future (or should I say present?) will demand from branding to adapt to consumers high demand for specialized – peronalized – customized products.

The new technologies are changing the way consumers interact with companies, or with other consumers for that matter, exchanging views, complaints, opinions and comments about products and services, about brands, about companies, about YOUR company.

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Drive Growth Through Branding

A brand is state of mind, a mental image that consumers have based on experiences with a company and its products. Successful branding is a process to determine how you can create your own state of mind with customers, and how that can drive growth — the ultimate reason for a brand.

Branding as a topic today is filled with clichés and buzzwords that can sometimes trivialize the real advantage of having a good brand. A brand is more than just hype communicated with heavy spending on advertising and promotion. That just creates awareness, which helps but being well known isn’t enough.

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Brand System – The Experience

As mentioned before, experience is the third step in defining Brand as a System. Brand experience is the aggregate of consumer perceptions that come from interacting with a brand.

The process of exposing consumers to the various attributes associated with a particular brand, a successful brand experience creates an environment in which the consumer will be surrounded by the positive elements attached to the brand.

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The Seven Highly Effective Habits of Brand Champions

The ability to operate effectively within the ‘Experience Economy‘ is one of the key differentiators distinguishing winning brands from the rest of the pack.

‘Ensuring an ‘on-brand‘ experience for all your customers, regardless of where or how they interact with your company, means ensuring that the company itself – its people, its systems, its products – is always ‘on-brand‘. And therein lies the challenge…

  • Know Thyself
  • Top Level Evangelists
  • The Brand Council
  • The Marriage of Marketing and HR
  • The Touch Point Analysis
  • The Segmented Organisation
  • Measure and Manage

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