Branding in China: Strategies and Responses

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

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Overview: Chinese businesses are now focused on producing profit, not just output. And they are seeking innovative ways in business and branding to drive enhanced bottom lines. Based on the intense competition at home, and their now-enviable scale, Chinese brands will become more active in the global market. Once they gain brand sophistication, with anticipated dominance in certain industries, their products and services will be highly competitive alternatives to incumbent global and national brands worldwide. This paper covers two areas: What are the next steps for Chinese brands going global? and, How should entrenched global players respond to this new competition?

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Format: HTML | Pages: 7

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