Abstract
Globalisation is a hot topic that is gradually developing. It makes the world a real global village, to this extend, a boundary less world where goods and services are produced and marketed worldwide. As well as it also brings numerous brands into China’s market. Due to strong culture differences between western and eastern countries, lots of decent foreign brands including Autoglym cannot find a proper way to broaden China’s market well. This article illustrates a brand road map for Autoglym which is divided into different stages of future marketing development in China. Also, the author proposes several suggestions for Autoglym about how to strengthen brand equity and develop brand power in China’s market.
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