Branding China: From Maker To Innovator
Adrian Gonzalez, Peking Tan and Sirius Wang Millward Brown
Imagine a time when you are shopping for a television, refrigerator, car, or personal care product, and you find that the brand you aspire to own (not the one you choose because it is offered at the lowest price) is a Chinese-designed brand.
Given the deeply entrenched views people hold about Chinese product quality, it may be hard for those who live outside of China to conceive of such a scenario. But it's a scenario that quite a number of...