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OVERCOMING THE ROADBLOCKS (contd.)LEAN INTO Remaking 'Made in China' (August 2012)


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OVERCOMING THE ROADBLOCKS (contd.)LEAN INTO NATIONAL IDENTITY (contd.)Just as nations such as Japan, Korea and even Germany have done, Chinesebrands looking to compete in international markets will need to turn“Chineseness” into a conceptual advantage rather than a perceptionalweakness—a turnaround that will rely on clever branding campaigns that play onconsumers more positive ideas about China. Image credits: Gill_Penney; ToGa Wanderings

Published in: Business, Technology