Branding China: From Maker To Innovator

Given the deeply entrenched views people hold about Chinese product quality, it may be hard for those who live outside of China to imagine a scenario where a Chinese-designed brand is aspired to, rather than chosen because of its price.

Branding China: From Maker To Innovator

Adrian Gonzalez, Peking Tan and Sirius Wang Millward Brown

Imagine a time when you are shopping for a television, refrigerator, car, or personal care product, and you find that the brand you aspire to own (not the one you choose because it is offered at the lowest price) is a Chinese-designed brand.

Given the deeply entrenched views people hold about Chinese product quality, it may be hard for those who live outside of China to conceive of such a scenario. But it's a scenario that quite a number of...

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