How global brands can resonate with Chinese consumers, while retaining brand integrity

Elisa Harca

Shares advice for global luxury brands planning marketing campaigns in China, including creative strategies, platforms and pitfalls.

Brand assets in a hybrid world

This article is part of a series of articles from the WARC Guide to brand assets in a hybrid world. Read more

The competition is fierce for brands in China. Modern Chinese consumers have access to so many different products – homegrown and international. As such, Western brands need to ensure that they are doing their best to tell their brand stories in locally relevant ways that take advantage of local trends and tastes, and platform preferences, whilst at the same time keeping their global brand identity as it’s what gives them authenticity....

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