Brand-building lessons from China's 50 most valuable brands: Insights from Millward Brown's BrandZ
Doreen Wang
The importance of brands to Chinese consumers is growing. As they become wealthier and more sophisticated, they are increasingly aware of their relationship with brands and the impact brands have on their lives. The market opportunities are enormous. But achieving and sustaining brand strength in China is challenging and complicated. Like winning at the ancient game of Chinese chess, it requires the player to understand and evaluate all possible moves, develop thoughtful strategies, and manoeuvre with purpose and determination.
This article looks at...