The names of some China brands might slowly get recognized is some markets, but there is still a lot of work to be done before they might get appreciated as brands, tells marketing guru Tom Doctoroff in the China Daily.
The China Daily:
Tom Doctoroff, the Shanghai-based North China head at advertising firm JWT, said that despite an increasing overseas presence, Chinese enterprises still have a lot of work to do on their global branding and image.
“The key question is this: When will Chinese brands move from just being recognized for their scale and stature, to those admired for their innovation and reputation, enjoying a loyal, long-term customer base?”
He said that Chinese brands currently thrive on price and value and not for being “perceived as offering superiority, or for a specific attribute or benefit”.
China’s internet companies, like Tencent, Alibaba and Baidu, are one industry trying to go global. At the China Weekly Hangout we discussed at the end of 2012 their efforts to conquer the world outside China with Steven Millward of Tech in Asia, with also Fons Tuinstra, president of the China Speakers Bureau.