China's top 50: Much progress but more to do
Peter Walshe and Peking Tan
The recently released China Top 50 ranking once again confirms the value of a strong brand and highlights the remarkable growth of China's economy over the past decade. But it also provides an opportunity to define some of the specific challenges currently facing Chinese brands.
While they are growing well at home, China's developing brands face a very different environment outside of China. In developed markets, these brands need to sharply increase their levels of awareness and penetration. But beyond that, to actually achieve...