China's brand challenge

Adrian Gonzalez, Jason Spencer and Sirius Wang

Chinese consumers are becoming more discerning and demanding in their brand expectations.

China's brand challenge

Adrian Gonzalez, Jason Spencer and Sirius WangMillward Brown

Chinese brands must work hard to improve differentiation and overseas recognition if they are to take on the multinationals, BrandZ data shows.

Ten years ago, China joined the World Trade Organisation, and some observers say one hundred years' worth of societal and economic transformation has occurred since. Millions of Chinese citizens have evolved into consumers, and China's contribution to the world economy is now universally acknowledged.

Chinese brands have evolved too. The 2012 BrandZ Top 50 Most Valuable Chinese Brands ranking was published in December 2011 by WPP...

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