Chi­nese brands need to stress their ‘dif­fer­ence’

China Daily (Canada) - - NEWSCAPSULE -

Chi­nese brands must be­gin to dif­fer­en­ti­ate them­selves from stiff com­pe­ti­tion at home and abroad, ac­cord­ing to an anal­y­sis from brand-man­age­ment ex­perts.

“Chi­nese brands now match or ex­ceed for­eign brands in China in all the el­e­ments that com­prise brand eq­uity, ex­cept one — dif­fer­ence,” said an­a­lysts with brand and com­mu­ni­ca­tions re­search firm Mill­ward Brown.

In a new re­port, BrandZ Top 100 Most Valu­able Chi­nese Brands, an­a­lysts said that brands in China can match for­eign brands in “brand eq­uity strength” — which mea­sures per­for­mance, rel­e­vance, pres­ence — but are still lack­ing when it comes to cre­at­ing “bond­ing” value, which mea­sures a cus­tomer’s emo­tional en­gage­ment with a brand that ul­ti­mately trans­lates into brand loy­alty and ad­vo­cacy.

Newspapers in English

Newspapers from China

© PressReader. All rights reserved.