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.

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...

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