Latest News:  


A third of Americans would shun a Chinese brand (2)

By Zheng Yangpeng  (China Daily)

10:06, May 11, 2013

A major reason for the low Chinese brand recognition, according to Sperling-Horowitz, is that many Chinese companies are too focused on establishing and perfecting their brands at home, and have not dedicated enough resources to promoting them in overseas markets such as the United States.

Many Chinese companies have entered the US and international markets by acquiring Western companies with a pre-existing footprint, rather than launching there on their own, he said.

But Sperling-Horowitz said there is still room for Chinese companies to improve their marketing strategy.

He added that after attending many trade shows in the US over the years, one striking impression is that many Chinese companies — even multi-billion dollar ones — attend such events using staff who cannot speak English proficiently. They also use brochures and other promotional materials which can contain many grammatical mistakes.

Chinese companies are also not good at telling their own success story, he said.

"Believe it or not, the average consumer is exposed to more than 3,000 advertisements per day.

"Companies that tell a compelling and authentic story are more likely to succeed in gaining consumer attention.

"But without getting across your story, a brand and product is quickly forgotten," Sperling-Horowitz said.

David Brain, Edelman Asia-Pacific's president and CEO, said it takes years to build a country's brand recognition.

However, it can take just a few recognized brands to change people's perceptions about a whole country.

For example, he said, Hyundai, Samsung, LG and Kia had managed to improve the perception of South Korea and its brands.

【1】 【2】

Email|Print|Comments(Editor:HuangBeibei、Ye Xin)

Related Reading

Leave your comment0 comments

  1. Name


Selections for you

  1. Victory Day parade held at Red Square

  2. New-type fighters in night flight training

  3. Italian container ship accident

  4. Landslide in quake-hit Lushan kills 3

  5. Domestic violence by men 'shocking': survey

  6. Flight attendent recruitment in Wuhan

  7. Jiang Yiyan covers Darizi magazine

  8. Blacksmiths in Gangmen village

  9. Quake-hit ebony struggling to recover

  10. Ferrari planning sales push in China

Most Popular


  1. Negative forecast leads Rio Tinto to lay-off
  2. Suffer the children, suffer the country
  3. China, India have wisdom to handle sensitive issues
  4. Ending 'too big to fail' going to be hard work
  5. PwC: Environment hard for Chinese banks
  6. The Rise of the South
  7. Chance for dual face-to-face talks slim
  8. China's regional disparity offers growth potential
  9. US war on terror bent by strategy
  10. China's rating not jeopardized by slower growth

What’s happening in China

Jack Ma to resign as Alibaba CEO

  1. Infectious diseases kill 1,260 in China in April
  2. New campaign targets online news editing
  3. Black clouds cover Guangzhou, S China
  4. Chinese nurses' education level rises
  5. Breeding industry suffers widespread losses