Chinese consumers, brands and the MNC learning curve
Tom DoctoroffJWT
Prior to the late 1990s, local brands – three-dimensional entities carrying intangible equity – did not exist. Of course, local trademarks littered (state-owned) supermarkets...
Chinese consumers, brands and the MNC learning curve
A decade ago, local brands essentially did not exist in China. Today, they control more than 50% of the shampoo market, 30%of mobile phones and are making inroads in mid-tier automobiles.
