Building China's Global Brands

Abstract

The Chinese economy has been growing rapidly for several years. Important competitive strengths have included efficient operations. Going forward, skills beyond operations capabilities are required for success in global markets. In particular, in the global economy, long run success is often associated with strong brands. Many Chinese organizations have been successful in strengthening their brands. Yet, Chinese organizations must continue to strengthen their brands as well as manage and maintain their existing brands. Building strong global brands requires a much broader perspective than building local brands. Positioning and coordinating global brands requires the ability to evaluate many markets at the same time, including markets that at present are only potential markets. The purpose of this chapter is to examine how Chinese organizations can build and strengthen global brands and the implications for the global strategies they can employ and the skills they need.