Building an emotional brand personality: Deconstructing brand identities in China

Russell Carter, Sirius Wang and Haze He

Every year Chinese consumers are exposed to increasing numbers of brands in all sorts of categories. Chinese consumers who focus predominantly on price during the purchase fell from 39% in 2008 to 31% in 2012. Increasing numbers of consumers are becoming repertoire buyers, tending to choose from a wider set of brands. This proportion rose from 51% in 2008 to 64% in 2012. At the same time, consumer brand loyalty also significantly declined from 11% in 2008 to 6% in 2012, (Chart 1). It is apparent that although price is becoming less important to Chinese consumers, brand loyalty is also increasingly difficult to build as repertoire buying becomes the norm in an increasingly cluttered market.

Chart 1:Brand loyalty