The Strategy for Chinese Brands: Part 1 - The Perception Challenge

Topics:
Brand Management,
Brand Strategy
Tags:
Brand,
Branding,
China,
Interbrand,
Marketing,
Strategy
Source:
Interbrand

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Overview: Many external companies ponder the riches to be made in China. However, they must understand that there is increasing competition originating from within China itself. This paper examines this "Chinese Brand Strategy," current perception issues, lessons from the best global brands, and the impact of leading Chinese brands. It examine what Chinese brands must do to be globally successful and how entrenched players must respond to the increasing competition. This information is based on Interbrand's work in China, work with leading global brands, the annual Interbrand Best Global Brands study, and a survey of branding professionals on the subject of Chinese brands.

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Format: PDF | Size: 83KB | Date: Oct 2005 | Pages: 8

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