China branding: opportunities and challenges

Abstract

Purpose

The purpose of this article is to look at the challenges and opportunities in building Chinese brands.

Design/methodology/approach

The author provides an introduction to branding, describes its strategic importance and analyses the brand challenges for Chinese companies.

Findings

This rise of China has implications for branding and some of the new brands will arise from China over the next 10‐15 years.

Practical implications

The most important factor for building strong Asian brands is the mindset of the Asian CEO and boardroom. Branding is a boardroom discipline and successful brands can be built only when the boardroom, led by the chairman and the CEO, understands, appreciates and commits to treating branding as a strategic discipline and devotes the resources at the company's disposal to support the brands in a continuous manner.

Originality/value

Asian brands and the implications of these new brands are generally undervalued by most global businesses. This paper examines what is next from Asia.

Citation

Roll, M. (2008), "China branding: opportunities and challenges", Business Strategy Series, Vol. 9 No. 5, pp. 231-237. https://doi.org/10.1108/17515630810906738