|
While the fundamentals of successfully establishing a brand remain the same China has its own unique challenges. Given the fact that you're reading this page we'll skip the obvious and look at the some of the more unusual facts of life about brands in China. Most established domestic brands historically have been (and many still are) state-owned provincial-based brands - reflecting the state based structure of the country. A significant number of these brands still hold strong equity amongst a loyal customer base because of their long history and relatively cheap price. Many of these brands have now been taken over by Multinationals to give them a portfolio of price points across the market - complementing their premium international brands - as well as access to vital distribution channels. Most international brands have a short history in the marketplace but already the investment in marketing has paid off, many having established 'household name' status already.
|