Brand-building lessons from China's 50 most valuable brands: Insights from Millward Brown's BrandZ

This article looks at the findings of the BrandZ Top 50 Most Valuable Chinese Brands 2013 study, together with the key trends that lie behind them and the opportunities and challenges they bring for marketers of brands entering or already competing in China.

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.

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