This article discusses how to build healthy brands in the complex Chinese market. Key points include: China is very diverse, and it is essential to understand regional and local variations in attitudes and behaviour; online blogging is highly popular and central to brand marketing, and has led to new tracking techniques; the retail experience is much more important than in the West, and greater flexibility makes more creative retail designing possible; the brands that do best are those that take creative risks and offer new experiences; and relationships with consumers can be built through storytelling methods.
Building a healthy brand in China
Susie Hunt
When working recently with Motorola in developing its retail brand experience for the Chinese marketplace (see the Appendix), I was reminded once again of the key challenge faced by global brands in translating...
