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BRAND
MANAGEMENT
IN CHINA
BEN SHIPLEY
A LITTLE ABOUT ME
MOVED TO
SHANGHAI
IN 2003
STARTED
CONFUCIUSSAYS
IN 2004
WHY IS CHINA INTERESTING?
THE LARGEST CONSUMER
MARKET ON EARTH
DEVELOPMENT IS SPREADING
BEYOND THE BIGGEST CITIES
MASSIVE
SOCIAL
CHANGE
WHY ARE BRANDS
INTERESTING?
MORE THAN A LOGO
BRANDS ARE
SPREAD BY
TELLING STORIES
BRANDS DEFINE
A PERSONALITY
GETTING YOUR PERSONALITY
RIGHT
THE VALUE OF RESEARCH
FAIL FAST AND
LEARN FASTER
BUILDING AN AUDIENCE
YOUR BRAND CAN
HAVE RELATIONS
DELIVER THE BEST BRAND
EXPERIENCE YOU CAN
CONVERT THEM
INTO ADVOCATES
LEVERAGING SCALE
USE MULTIPLE STRATEGIES
STAY ON BRAND
TAKE YOUR CUSTOMERS
ON A JOURNEY
KEY TAKEOUTS
TELL
YOUR
STORY
MAKE THEM
BELIEVE IN
THE FUTURE
WORK THE KIWI CONNECTION
STAYING IN TOUCH
http://au.linkedin.com/in/benshipley
@benshipley
http://www.slideshare.net/bshipley
http://blogs.hillandk...
Brand management in china
Brand management in china
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Brand management in china

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Presentation to the NZCTA (New Zealand China Trade Association) in Auckland on the 3rd of December

Published in: Business, Travel
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Transcript of "Brand management in china"

  1. 1. BRAND MANAGEMENT IN CHINA BEN SHIPLEY
  2. 2. A LITTLE ABOUT ME
  3. 3. MOVED TO SHANGHAI IN 2003
  4. 4. STARTED CONFUCIUSSAYS IN 2004
  5. 5. WHY IS CHINA INTERESTING?
  6. 6. THE LARGEST CONSUMER MARKET ON EARTH
  7. 7. DEVELOPMENT IS SPREADING BEYOND THE BIGGEST CITIES
  8. 8. MASSIVE SOCIAL CHANGE
  9. 9. WHY ARE BRANDS INTERESTING?
  10. 10. MORE THAN A LOGO
  11. 11. BRANDS ARE SPREAD BY TELLING STORIES
  12. 12. BRANDS DEFINE A PERSONALITY
  13. 13. GETTING YOUR PERSONALITY RIGHT
  14. 14. THE VALUE OF RESEARCH
  15. 15. FAIL FAST AND LEARN FASTER
  16. 16. BUILDING AN AUDIENCE
  17. 17. YOUR BRAND CAN HAVE RELATIONS
  18. 18. DELIVER THE BEST BRAND EXPERIENCE YOU CAN
  19. 19. CONVERT THEM INTO ADVOCATES
  20. 20. LEVERAGING SCALE
  21. 21. USE MULTIPLE STRATEGIES
  22. 22. STAY ON BRAND
  23. 23. TAKE YOUR CUSTOMERS ON A JOURNEY
  24. 24. KEY TAKEOUTS
  25. 25. TELL YOUR STORY
  26. 26. MAKE THEM BELIEVE IN THE FUTURE
  27. 27. WORK THE KIWI CONNECTION
  28. 28. STAYING IN TOUCH http://au.linkedin.com/in/benshipley @benshipley http://www.slideshare.net/bshipley http://blogs.hillandknowlton.com/benshipley/ bshipley@hillandknowlton.com.au
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