Journey to the West. A three point plan for repositioning 'Made in China' in Western markets

Pete Heskett
JWT Singapore


We are on the cusp of one of the biggest marketing challenges of the 21st century. Over half of the major consumer goods manufacturers in China planning are claimed to be ready to launch in the US by 20151. This will mean a major repositioning of what 'Made in China' means to people in the West because current perceptions of it will hinder Chinese brands.

Our analysis is based on proprietary survey research conducted by JWT Sonar in the US & UK in June 20112. This was supplemented by qualitative research, and further research studies conducted by CMR, BrandZ, and the BBC.

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